With the rapid development of new media such as short-video platforms and live-streaming industries, the live-streaming promotion by internet celebrities has played an increasingly significant role in the sales of agricultural products. It not only opens up a novel sales channel for agricultural products, effectively stimulating consumption, but also promotes the increase of farmers’ income, emerging as an important measure for revitalizing the rural economy. Based on the SOR theoretical model, this paper divides the influencing factors of internet celebrity live-streaming into three dimensions: streamer traits, product features, and the live-streaming environment. It introduces cognitive attitude and emotional attitude as two mediating variables of consumer satisfaction and constructs a structural equation model of the impact of internet celebrity live-streaming on consumers’ purchase intention. The results indicate that streamer traits have a significantly positive influence on consumers’ cognitive attitude; product features and the live-streaming environment have significantly positive influences on both consumers’ emotional and cognitive attitudes; and both consumers’ emotional and cognitive attitudes have significantly positive influences on the purchase intention. Based on the above research conclusions, feasible suggestions are proposed from the aspects of live-streaming teams, e-commerce platforms, policies, and regulations to further enhance the effectiveness of internet celebrity live-streaming for sales.