IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v205y2024ics0040162524003275.html
   My bibliography  Save this article

Live streaming economy and green consumer behavior of farming products: A psycholinguistic forecasting by using social computation

Author

Listed:
  • Huo, Da
  • Zhang, Xiaotao
  • Qiao, Li
  • Tang, Aidi
  • Wang, Yunhan

Abstract

From the perspective of psycholinguistics, live-streaming programs not only facilitate the accessibility of farming products for online consumers but also exert a social influence on psychological behavior. This study delves into the green behavior of online consumers regarding farming products, specifically targeting those interested in participating in live-streaming programs. By leveraging demographic information and consumer preferences, this study sheds light on online consumers' green behavior through extensive surveys. Cluster analysis is also employed to distinguish the categories of online consumer behavior and identify the underlying motivations of consumers within social networks. The probability of consumer clusters engaging with various categories of online green consumption is further examined through a Bayesian model. Additionally, the externality effect of social networks on online consumers' green behavior based on the live streaming economy is further simulated by the SIR model. Drawing on insights from psycholinguistics within the domain of live-streaming big data, this research provides profound insights for global managers aiming to gain a deeper comprehension of online consumers' green behavior within live-streaming programs showcasing farming products. Moreover, it offers critical support for the digital marketing of these farming products in the era of digital transformation.

Suggested Citation

  • Huo, Da & Zhang, Xiaotao & Qiao, Li & Tang, Aidi & Wang, Yunhan, 2024. "Live streaming economy and green consumer behavior of farming products: A psycholinguistic forecasting by using social computation," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:tefoso:v:205:y:2024:i:c:s0040162524003275
    DOI: 10.1016/j.techfore.2024.123531
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162524003275
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2024.123531?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Richard, Marie-Odile & Chebat, Jean-Charles & Yang, Zhiyong & Putrevu, Sanjay, 2010. "A proposed model of online consumer behavior: Assessing the role of gender," Journal of Business Research, Elsevier, vol. 63(9-10), pages 926-934, September.
    2. Demange, Gabrielle & Gale, David, 1985. "The Strategy Structure of Two-sided Matching Markets," Econometrica, Econometric Society, vol. 53(4), pages 873-888, July.
    3. Marc Rysman, 2009. "The Economics of Two-Sided Markets," Journal of Economic Perspectives, American Economic Association, vol. 23(3), pages 125-143, Summer.
    4. Shi, Baisheng & Wang, Hao, 2023. "An AI-enabled approach for improving advertising identification and promotion in social networks," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    5. Jiatao Li & Liang Chen & Jingtao Yi & Jiye Mao & Jianwen Liao, 2019. "Ecosystem-specific advantages in international digital commerce," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(9), pages 1448-1463, December.
    6. Da Huo & Ken Hung & Haibo Wang & Xu Xiaoli, 2018. "Country of origin and online promotion in cross-border e-business: A study of consumer behavior for quality management," The International Trade Journal, Taylor & Francis Journals, vol. 32(1), pages 140-149, January.
    7. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    8. Lu, Hsi-Peng & Cheng, Hsiang-Ling & Tzou, Jen-Chuen & Chen, Chiao-Shan, 2023. "Technology roadmap of AI applications in the retail industry," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    9. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    10. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    11. E. Glen Weyl, 2010. "A Price Theory of Multi-sided Platforms," American Economic Review, American Economic Association, vol. 100(4), pages 1642-1672, September.
    12. I. Khelladi & S. Castellano & J. Hobeika & M. Perano & D. Rutambuka, 2022. "Customer Knowledge Hiding Behavior in Service Multi-Sided Platforms," Post-Print hal-04445044, HAL.
    13. Da Huo & Rihui Ouyang & Ken Hung & Baowen Sun, 2018. "Effect of Cross-Border E-Business Policy on the Export Trade of an Emerging Market: A Dynamic Study of Institutional Support to Cross-Border E-Business at Chinese Pilot Cities," Emerging Markets Finance and Trade, Taylor & Francis Journals, vol. 54(14), pages 3153-3167, November.
    14. Da HUO & Ken HUNG, 2015. "Internationalization Strategy and Firm Performance: Estimation of Corporate Strategy Effect Based on Big Data of Chinese IT Companies in a Complex Network," Journal for Economic Forecasting, Institute for Economic Forecasting, vol. 0(2), pages 148-163, June.
    15. Jean‐Charles Rochet & Jean Tirole, 2006. "Two‐sided markets: a progress report," RAND Journal of Economics, RAND Corporation, vol. 37(3), pages 645-667, September.
    16. Malhotra, Abhishek & Schmidt, Tobias S. & Huenteler, Joern, 2019. "The role of inter-sectoral learning in knowledge development and diffusion: Case studies on three clean energy technologies," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 464-487.
    17. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
    18. Roson Roberto, 2005. "Two-Sided Markets: A Tentative Survey," Review of Network Economics, De Gruyter, vol. 4(2), pages 1-19, June.
    19. Eduardo M. Azevedo & Jacob D. Leshno, 2016. "A Supply and Demand Framework for Two-Sided Matching Markets," Journal of Political Economy, University of Chicago Press, vol. 124(5), pages 1235-1268.
    20. Markard, Jochen, 2020. "The life cycle of technological innovation systems," Technological Forecasting and Social Change, Elsevier, vol. 153(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xing Wan & Javier Cenamor & Geoffrey Parker & Marshall Van Alstyne, 2017. "Unraveling Platform Strategies: A Review from an Organizational Ambidexterity Perspective," Sustainability, MDPI, vol. 9(5), pages 1-18, May.
    2. Yonghong Sun, 2020. "Optimal service versioning for dating platforms," Information Technology and Management, Springer, vol. 21(4), pages 217-226, December.
    3. Dewenter, Ralf & Haucap, Justus & Wenzel, Tobias, 2011. "Semi-collusion in media markets," International Review of Law and Economics, Elsevier, vol. 31(2), pages 92-98, June.
    4. Lam, W., 2015. "Switching Costs in Two-sided Markets," LIDAM Discussion Papers CORE 2015024, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    5. Bruno Jullien & Alessandro Pavan, 2013. "Platform Competition under Dispersed Information," Discussion Papers 1568, Northwestern University, Center for Mathematical Studies in Economics and Management Science.
    6. Guillaume Monchambert, 2023. "Pricing of myopic multi-sided platforms: theory and application to carpooling," Working Papers halshs-03980205, HAL.
    7. Wing Man Wynne Lam, 2017. "Switching Costs in Two-Sided Markets," Journal of Industrial Economics, Wiley Blackwell, vol. 65(1), pages 136-182, March.
    8. Ginger Zhe Jin & Marc Rysman, 2015. "Platform Pricing at Sports Card Conventions," Journal of Industrial Economics, Wiley Blackwell, vol. 63(4), pages 704-735, December.
    9. Lapo Filistrucchi & Damien Geradin & Eric van Damme, 2012. "Identifying Two-Sided Markets," Working Papers - Economics wp2012_01.rdf, Universita' degli Studi di Firenze, Dipartimento di Scienze per l'Economia e l'Impresa.
    10. Jerry Yuwen Shiu & Shi Ting Liao & Shian-Yang Tzeng, 2023. "How does online streaming reform e-commerce? An empirical assessment of immersive experience and social interaction in China," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.
    11. Brian Goff & Dennis Wilson & David Zimmer, 2017. "Movies, Mass Consumers, And Critics: Economics And Politics Of A Two-Sided Market," Contemporary Economic Policy, Western Economic Association International, vol. 35(2), pages 269-277, April.
    12. Charles Angelucci & Julia Cagé, 2019. "Newspapers in Times of Low Advertising Revenues," American Economic Journal: Microeconomics, American Economic Association, vol. 11(3), pages 319-364, August.
    13. Jullien, Bruno & Pavan, Alessandro, 2013. "Platform Pricing under Dispersed Information," IDEI Working Papers 793, Institut d'Économie Industrielle (IDEI), Toulouse.
    14. Wang, Shiying & Chen, Huimiao & Wu, Desheng, 2019. "Regulating platform competition in two-sided markets under the O2O era," International Journal of Production Economics, Elsevier, vol. 215(C), pages 131-143.
    15. Jullien, Bruno & Pavan, Alessandro & Rysman, Marc, 2021. "Two-sided Markets, Pricing, and Network Effects," TSE Working Papers 21-1238, Toulouse School of Economics (TSE).
    16. Liu, Yihui & Wu, Aiqi & Song, Di, 2022. "Exploring the Impact of Cross-side Network Interaction on Digital Platforms on Internationalization of Manufacturing Firms," Journal of International Management, Elsevier, vol. 28(4).
    17. Justus Haucap & Torben Stühmeier, 2016. "Competition and antitrust in Internet markets," Chapters, in: Johannes M. Bauer & Michael Latzer (ed.), Handbook on the Economics of the Internet, chapter 9, pages 183-210, Edward Elgar Publishing.
    18. Maruyama Masayoshi & Zennyo Yusuke, 2013. "Compatibility and the Product Life Cycle in Two-Sided Markets," Review of Network Economics, De Gruyter, vol. 12(2), pages 131-155, June.
    19. Paul Belleflamme & Martin Peitz, 2018. "Platforms and network effects," Chapters, in: Luis C. Corchón & Marco A. Marini (ed.), Handbook of Game Theory and Industrial Organization, Volume II, chapter 11, pages 286-317, Edward Elgar Publishing.
    20. Nicholas Economides & Benjamin E. Hermalin, 2015. "The strategic use of download limits by a monopoly platform," RAND Journal of Economics, RAND Corporation, vol. 46(2), pages 297-327, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:205:y:2024:i:c:s0040162524003275. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.