This study investigates farmers' intentions to adopt live streaming e-commerce, using the Technology Acceptance Model (TAM) as a foundation and incorporating additional variables such as government support, platform support, and social learning. The research is based on data from 424 Chinese farmers, focusing on agriculture-related live streaming e-commerce platforms. The findings indicate that TAM is applicable to assessing farmers' intentions to adopt live streaming e-commerce. Government support positively impacts perceived usefulness, while social learning enhances perceived ease of use. Platform support positively impacts both perceived ease of use and usefulness. The applicability of the technology acceptance extension model varies among farmer groups: government support influences perceived ease of use more significantly among traditional farmers, social learning impacts perceived ease of use more in farmers with higher education levels, and platform support effects on perceived usefulness are stronger among experienced e-commerce farmers. The study recommends differentiated promotion strategies by the government and e-commerce platforms to encourage farmer education and collaboration for the healthy development of rural live streaming e-commerce.This study investigates farmers' intentions to adopt live streaming e-commerce, using the Technology Acceptance Model (TAM) as a foundation and incorporating additional variables such as government support, platform support, and social learning. The research is based on data from 424 Chinese farmers, focusing on agriculture-related live streaming e-commerce platforms. The findings indicate that TAM is applicable to assessing farmers' intentions to adopt live streaming e-commerce. Government support positively impacts perceived usefulness, while social learning enhances perceived ease of use. Platform support positively impacts both perceived ease of use and usefulness. The applicability of the technology acceptance extension model varies among farmer groups: government support influences perceived ease of use more significantly among traditional farmers, social learning impacts perceived ease of use more in farmers with higher education levels, and platform support effects on perceived usefulness are stronger among experienced e-commerce farmers. The study recommends differentiated promotion strategies by the government and e-commerce platforms to encourage farmer education and collaboration for the healthy development of rural live streaming e-commerce.