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The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products

Author

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  • Xiaoxu Dong

    (School of Business, Shandong University of Political Science and Law, Jinan 250014, China)

  • Huawei Zhao

    (Shanghai Business School, College of Business and Economics, Shanghai 201400, China)

  • Tiancai Li

    (Department of Real Estate, Hansung University, Seoul 02876, Korea)

Abstract

Live-streaming e-commerce has boosted the marketing vitality and possibilities of green agricultural products. However, academic research on this emerging marketing method remains insufficient. To fill this literature gap, this paper examines whether live-streaming e-commerce has gained consumers’ trust and strengthened their intention to purchase green agricultural products. On the basis of a literature review, in this paper, we establish an evaluation system for live-streaming e-commerce which includes information quality, system quality, service quality, telepresence, and social presence and assumes that high-quality live-streaming e-commerce will increase consumers’ green trust and, thus, strengthen green purchase intention. Altogether, 726 valid questionnaires were collected, and structural equation modeling (SEM) and stepwise regression were used to analyze the data. The results demonstrate that the five aforementioned dimensions of live-streaming e-commerce quality that were used as criteria positively impact green trust. The findings provide suggestions for green-product companies on how to improve their live-streaming quality to enhance consumers’ purchase intention to realize economic and social value.

Suggested Citation

  • Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:4374-:d:788348
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    2. Xin, Baogui & Hao, Yaru & Xie, Lei, 2023. "Strategic product showcasing mode of E-commerce live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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