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With the development of Internet-related technologies and the advent of the post- epidemic era, China's digital economy could be considered one of the world's fastest nations. E-commerce live broadcasts could bring consumers a more intuitive and convenient shopping experience, which consumers could have increasingly favored. To actively respond to the national rural revitalization strategy, this paper took special agricultural products as the research object, and it would be necessary to explore the influence mechanism of Sichuan consumers' purchase intention on local agricultural special products under the scenario of an e-commerce live broadcast. The purpose of this study was to explore the demographic factors of live e-commerce broadcasts affecting consumer purchase intention in local agricultural specialties based on gender, age, education, and internet cost groups in Sichuan; analyze the influencing factors of live e-commerce broadcasts impacting Sichuan consumer purchase intention on local agricultural specialties, and put forward relevant suggestions for improving e-commerce live broadcast in sales of local specialties. Five hundreds and sixty-seven completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in July 2022. The results showed that all influencing factors of social and emotional presence, trust, and social and emotional values impacted consumer purchase intention in local agricultural specialties via e-commerce live broadcast. Further suggestions were created for improving the live broadcast promoting Sichuan agricultural specialties.