Affiliation:
1. School of Economics and Management, Beijing Forestry University, Beijing 100083, China
Abstract
In the current competitive market situation, live streaming has become an essential part of the digital transformation of agriculture. In this study, we empirically examine the influence of short video live streaming on the purchase of agricultural products. A regression model was developed using SPSS 23 software. The final results of this study show that short video live streaming has a significant effect on the sales of agricultural products. Consumer cognition and emotion show mediation in the impact between the Key Opinion Leaders (KOL) of charisma, content richness, and interactive evaluation on the purchase of agricultural products. This study explores the path of the impact of short video live streaming on the purchasing of agricultural products. It is beneficial to help agriculture-related practitioners develop new marketing paths, reduce the waste of agricultural products, and improve the economic income of related practitioners.
Subject
Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction
Reference41 articles.
1. A survey on the 5G network and its impact on agriculture: Challenges and opportunities;Tang;Comput. Electron. Agric.,2021
2. Shopee: How Does E-commerce Platforms Affect Consumer Behavior during the COVID-19 Pandemic in Malaysia?;Wong;Int. J. Account. Financ. Asia Pasific.,2023
3. Chen, T., Tong, C., Bai, Y., Yang, J., Cong, G., and Cong, T. (2022). Analysis of the Public Opinion Evolution on the Normative Policies for the Live Streaming E-Commerce Industry Based on Online Comment Mining under COVID-19 Epidemic in China. Mathematics, 10.
4. Research on the Development Countermeasures of “Agricultural Products + Live Broadcast” E-Commerce Model;Zhou;Asian J. Econ. Bus. Account.,2022
5. Zheng, S., Lyu, X., Wang, J., and Wachenheim, C. (2023). Enhancing Sales of Green Agricultural Products through Live Streaming in China: What Affects Purchase Intention?. Sustainability, 15.
Cited by
2 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献