IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i12p7159-d836231.html
   My bibliography  Save this article

The Sustainability of Fresh Agricultural Produce Live Broadcast Development: Influence on Consumer Purchase Intentions Based on Live Broadcast Characteristics

Author

Listed:
  • Hongpeng Guo

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Xiangnan Sun

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Chulin Pan

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Shuang Xu

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Nan Yan

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

Abstract

This paper is based on consumer purchase decisions and uses the consumers of live fresh agricultural products as the research object. We analyze consumers’ intention to purchase and analyze the role of perceived risk and value co-creation in consumers’ purchase of fresh agriculture products. Structural equation modeling analysis and stepwise regression coefficient analysis were used. The results show that: (1) the fresh agricultural products’ live features can positively influence consumers’ intention to buy; (2) the authenticity of fresh agricultural products live broadcast shows a significant negative correlation with perceived risk, and the visibility of fresh agricultural products live broadcast shows a significant positive correlation with value co-creation; (3) the perceived risk and value co-creation mediate between the live-stream features of fresh agricultural products and consumers’ intention to buy. The study results provide a basis for management decisions on the live broadcast of fresh agricultural products. It also has important implications for the sustainability of live broadcast of fresh agricultural products.

Suggested Citation

  • Hongpeng Guo & Xiangnan Sun & Chulin Pan & Shuang Xu & Nan Yan, 2022. "The Sustainability of Fresh Agricultural Produce Live Broadcast Development: Influence on Consumer Purchase Intentions Based on Live Broadcast Characteristics," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7159-:d:836231
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/12/7159/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/12/7159/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lu, Yang & Siegfried, Patrick, 2021. "E-commerce Live streaming – An Emerging Industry in China and A Potential Future Trend in the World," MPRA Paper 111393, University Library of Munich, Germany.
    2. Mkedder Nadjim & Bakir Mahmut & Lachachi Abdelheq, 2021. "Investigating the Antecedents of Purchase Intention Toward Local Dairy Products: An Empirical Study Based on the SOR Model," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(4), pages 124-148, December.
    3. Rong, Aiying & Akkerman, Renzo & Grunow, Martin, 2011. "An optimization approach for managing fresh food quality throughout the supply chain," International Journal of Production Economics, Elsevier, vol. 131(1), pages 421-429, May.
    4. Jean-Noël Kapferer & Gilles Laurent, 1985. "Measuring consumer involvement profiles," Post-Print hal-00786781, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhijie Song & Chang Liu & Rui Shi, 2022. "How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
    2. Bo Zeng & Xiao Liu & Weimin Zhang & Lianbei Wu & Ding Xu, 2023. "Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming," Sustainability, MDPI, vol. 15(20), pages 1-18, October.
    3. Shumei Wang & Yaoqun Xu, 2022. "Complex Network-Based Evolutionary Game for Knowledge Transfer of Social E-Commerce Platform Enterprise’s Operation Team under Strategy Imitation Preferences," Sustainability, MDPI, vol. 14(22), pages 1-34, November.
    4. Zhiyuan Yu & Kun Zhang, 2022. "The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic," Sustainability, MDPI, vol. 14(21), pages 1-22, October.

    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. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    2. Yi-Kuei Lin & Cheng-Fu Huang & Yi-Chieh Liao, 2019. "Reliability of a stochastic intermodal logistics network under spoilage and time considerations," Annals of Operations Research, Springer, vol. 277(1), pages 95-118, June.
    3. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    4. Chen, Jing & Dong, Ming & Xu, Lei, 2018. "A perishable product shipment consolidation model considering freshness-keeping effort," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 115(C), pages 56-86.
    5. Tuğçe Taşkıner & Bilge Bilgen, 2021. "Optimization Models for Harvest and Production Planning in Agri-Food Supply Chain: A Systematic Review," Logistics, MDPI, vol. 5(3), pages 1-27, August.
    6. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. ter Braak, Anne & Geyskens, Inge & Dekimpe, Marnik G., 2014. "Taking private labels upmarket: Empirical generalizations on category drivers of premium private label introductions," Journal of Retailing, Elsevier, vol. 90(2), pages 125-140.
    8. Chia-Nan Wang & Nhat-Luong Nhieu & Yu-Chi Chung & Huynh-Tram Pham, 2021. "Multi-Objective Optimization Models for Sustainable Perishable Intermodal Multi-Product Networks with Delivery Time Window," Mathematics, MDPI, vol. 9(4), pages 1-25, February.
    9. Goisser, Simon & Mempel, Heike & Bitsch, Vera, 2020. "Food-Scanners as a Radical Innovation in German Fresh Produce Supply Chains," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(02), April.
    10. Dong Li & Xiaojun Wang, 2017. "Dynamic supply chain decisions based on networked sensor data: an application in the chilled food retail chain," International Journal of Production Research, Taylor & Francis Journals, vol. 55(17), pages 5127-5141, September.
    11. Gross, Michael J. & Brown, Graham, 2006. "Tourism experiences in a lifestyle destination setting: The roles of involvement and place attachment," Journal of Business Research, Elsevier, vol. 59(6), pages 696-700, June.
    12. Ahrholdt, Dennis C. & Gudergan, Siegfried P. & Ringle, Christian M., 2019. "Enhancing loyalty: When improving consumer satisfaction and delight matters," Journal of Business Research, Elsevier, vol. 94(C), pages 18-27.
    13. Ralph Stephen Leyeza & Mikka Marielle Boado & Obed Butacan & Donn Enrique Moreno & Lourdes Deocariza, 2023. "The Role of Loan-Related Risk Appetite in the Relationship between Financial Risk Considerations and MSME Growth Decision: A Mediation Analysis," JRFM, MDPI, vol. 16(5), pages 1-20, May.
    14. Meena, Rahul & Sarabhai, Samar, 2023. "Extrinsic and intrinsic motivators for usage continuance of hedonic mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    15. Catherine Viot & Juliette Passebois-Ducros, 2010. "Wine brands or branded wines? The specificity of the French market in terms of the brand," Post-Print hal-01803728, HAL.
    16. Mona Haji & Laoucine Kerbache & Mahaboob Muhammad & Tareq Al-Ansari, 2020. "Roles of Technology in Improving Perishable Food Supply Chains," Logistics, MDPI, vol. 4(4), pages 1-24, December.
    17. Hyun Joung Jin & Eun Young You, 2019. "Do Discounts in Ticket Prices Induce Sustainable Profit to Performing Arts Suppliers?," Sustainability, MDPI, vol. 11(14), pages 1-12, July.
    18. Andrea Gallo & Riccardo Accorsi & Giulia Baruffaldi & Riccardo Manzini, 2017. "Designing Sustainable Cold Chains for Long-Range Food Distribution: Energy-Effective Corridors on the Silk Road Belt," Sustainability, MDPI, vol. 9(11), pages 1-20, November.
    19. Chen, Huei-Ju & Hwang, Shiuh-Nan & Lee, Chuan, 2006. "Visitors' characteristics of guided interpretation tours," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1167-1181, October.
    20. Stüve, David & van der Meer, Robert & Lütke Entrup, Matthias & Agha, Mouhamad Shaker Ali, 2020. "Supply chain planning in the food industry," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Kersten, Wolfgang & Blecker, Thorsten & Ringle, Christian M. (ed.), Data Science and Innovation in Supply Chain Management: How Data Transforms the Value Chain. Proceedings of the Hamburg International Conference of Lo, volume 29, pages 317-353, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.

    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:gam:jsusta:v:14:y:2022:i:12:p:7159-:d:836231. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.