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With the development of the Internet economy and the arrival of the new retail era, the post-pandemic business model of live streaming received more attention at different levels. Its impact on economic development would have far exceeded its role as a promotional activity guiding sales. Under the concept of promoting the strategic development of "dual circulation," studying the characteristics, challenges, and development trends of live streaming in the new era would help the integrated development of Sichuan e-commerce. The hypotheses of this study were based on the research objectives of studying the attributes of agricultural products with the influence of live broadcast, the relationship between the five independent variables of the live broadcast operation model, live broadcast-quality, live media richness, live streaming interaction, and live broadcast credibility, and the dependent variable of purchase intention. The survey was taken place in September of 2021, and 398 valid questionnaires were received through the WeChat online survey platform. The results of all five hypotheses were shown with positive correlations. The findings could offer different dimensions to farmers in Sichuan to improve live streaming sales to their targeted customers.