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Determinants of Buying Produce on Short-Video Platforms: The Impact of Social Network and Resource Endowment—Evidence from China

Author

Listed:
  • Shu Jiang

    (College of Economics and Management, Northwest A&F University, Yangling 712100, China)

  • Zhanpeng Wang

    (College of Economics and Management, Northwest A&F University, Yangling 712100, China)

  • Zilai Sun

    (College of Economics and Management, Northwest A&F University, Yangling 712100, China)

  • Junhu Ruan

    (College of Economics and Management, Northwest A&F University, Yangling 712100, China)

Abstract

In the wake of the COVID-19 pandemic, selling by short video has become a new online selling model that enhances the communication between buyers and sellers. Therefore, it is necessary to identify the key factors influencing consumers’ purchase of agricultural products on short-video platforms. Additionally, it is also important to figure out the influencing mechanism and action path. Specifically, based on the ‘Stimulus-Organism-Response (SOR)’ framework and structural equation model, we delineate and empirically test hypotheses regarding the effects of key components on consumers’ purchase intentions and behaviors. The key components refer to three external stimuli of consumers’ social network, sellers’ resource endowment, and both sides’ infrastructure development levels. Simultaneously, we analyze the mediating role of consumers’ perceived value and perceived risk between external stimuli and consumers’ purchase intentions. This paper argues that short-video merchants improving the influence of their stores and platforms strengthening supervision and management are the keys to ensuring stable growth in consumers’ willingness to purchase agricultural products sold on short videos and promoting the development of the short-video live industry.

Suggested Citation

  • Shu Jiang & Zhanpeng Wang & Zilai Sun & Junhu Ruan, 2022. "Determinants of Buying Produce on Short-Video Platforms: The Impact of Social Network and Resource Endowment—Evidence from China," Agriculture, MDPI, vol. 12(10), pages 1-19, October.
  • Handle: RePEc:gam:jagris:v:12:y:2022:i:10:p:1700-:d:943126
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    Cited by:

    1. Chunfang Yang & Changming Cheng & Nanyang Cheng & Yifeng Zhang, 2023. "Research on the Impact of Internet Use on Farmers’ Adoption of Agricultural Socialized Services," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    2. Giuseppe Timpanaro, 2023. "Agricultural Food Marketing, Economics and Policies," Agriculture, MDPI, vol. 13(4), pages 1-9, March.
    3. Kexiao Xie & Dongkai Lin & Weihan Zhu & Yongqiang Ma & Jiaxiong Qiu & Youcheng Chen & Zhidan Chen, 2023. "Analysis of Influencing Factors on the Willingness and Behavioral Consistency of Chinese Consumers to Purchase Tea via E-Commerce Platforms," Agriculture, MDPI, vol. 13(10), pages 1-17, September.

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