An increasing amount of evidence indicates that product display cues are crucial in consumers’ online purchasing behavior. As a special category of online sales, agricultural products have their characteristics and needs that distinguish them from other products. The current body of research examining the influence of agricultural product presentation in live-streaming on individuals’ purchase intention is rather limited. This study explored the display cues of agricultural products in live-streaming Drawing on the Stimulus-Organism-Response (S-O-R) model and integrating the Perceived Value Theory, to analyze the factors affecting consumers’ perceived benefits and purchase intention. The outcomes revealed that display visibility and cue multiplicity in agricultural products live-streaming offer significant advantages in terms of perceived benefits. The variables of display visibility and cue multiplicity jointly augmented consumers’ perceived quality, while cue multiplicity had no discernible impact on consumers’ perceived entertainment. Furthermore, consumers’ purchase intentions were strengthened by perceived quality, perceived entertainment, and perceived value. This study will broaden the application scope of the S-O-R model and the perceived value theory. It will help us better understand how product display cues affect purchase intentions during live-streaming, and provide theoretical backing and practical advice for successful online marketing.