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With the popularization of mobile Internet technology and smartphones and the promotion of mature wireless network technology, the cost of Internet access had been reduced significantly through the traffic fee. The increasing number of mobile Internet users extended to many rural areas for farming and online shopping. In the new media environment, e-commerce + live broadcasts impacted consumers' consumption, especially in purchasing agricultural products. The purpose of this study was to explore the influence of live streaming e-commerce for Sichuan consumers based on income differences with purchase behaviour on agricultural product consumption; to analyze the influencing factors of anchor professionalism, herd behaviour, live broadcast, product quality, after-sale guarantee, consumer knowledge, and consumer trust impacting agricultural product consumption purchase behaviour in Sichuan; and to evaluate and suggest feasible suggestions for the live streaming e-commerce on Sichuan agricultural products in the new media era. Four hundred and fourteen persons completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that all influencing factors of anchor professionalism, herd behaviour, live broadcast, product quality, after-sales guarantee, consumer knowledge, and consumer trust significantly impacted consumer purchase behaviour of agricultural products. Further suggestions were made to improve the live streaming e-commerce on consumer purchase behaviour on agricultural products consumption under the new media era.