Abstract: From the perspective of social presence, this study constructs a structural equation model encompassing cognitive, conscious, and emotional social presence, perceived trust, and customer loyalty to deeply analyze the interaction pathways among these factors. Through a questionnaire survey of consumers in agricultural product e-commerce live streaming and empirical testing using structural equation modeling, the results indicate that: live streaming e-commerce social presence is a multidimensional second-order construct, where cognitive, conscious, and emotional social presence all positively influence perceived trust; cognitive and conscious social presence positively affect attitudinal loyalty, while only conscious social presence positively affects behavioral loyalty; perceived trust positively influences both attitudinal and behavioral loyalty, and attitudinal loyalty also positively affects behavioral loyalty. These findings reveal the differentiated impact mechanisms of various dimensions of social presence on customer loyalty, demonstrating that perceived trust plays a key bridging role in building customer loyalty, and that attitudinal loyalty is an important antecedent of behavioral loyalty. This implies that agricultural product e-commerce live streaming platforms should enhance the creation of multidimensional social presence, boost consumers’ perceived trust, and facilitate the transformation from attitudinal loyalty to behavioral loyalty, providing theoretical and practical guidance for improving customer loyalty and promoting the sustainable development of agricultural product e-commerce live streaming.