IDEAS home Printed from https://ideas.repec.org/a/ags/reowae/330846.html
   My bibliography  Save this article

A Multi-group Analysis of Gender Difference in Consumer Buying Intention of Agricultural Products via Live Streaming

Author

Listed:
  • Zhu, Bing
  • Xu, Ping
  • Wang, Ke

Abstract

This study tries to understand the determinants of Chinese consumers’ purchase behavior and reveal the role of gender in shaping consumers’ buying decisions for agricultural products from live-streaming platforms. For this purpose, an online survey was carried out to collect data in Southern China. Partial least squares structural equation modeling (PLS-SEM) was employed for path analysis and multi-group analysis. The results confirm the substantial influences of consumer attitude, subjective norms and perceived behavioral control on consumer buying intention. Next, gender difference only exists concerning the effect of perceived behavioral control on consumer intention. However, the gap between male and female consumers on this point is small. Furthermore, as each factor affects consumers’ purchase intention differently, corresponding implications are provided.

Suggested Citation

  • Zhu, Bing & Xu, Ping & Wang, Ke, 2023. "A Multi-group Analysis of Gender Difference in Consumer Buying Intention of Agricultural Products via Live Streaming," Research on World Agricultural Economy, Nan Yang Academy of Sciences Pte Ltd (NASS), vol. 4(1), February.
    • Handle: RePEc:ags:reowae:330846
    DOI: 10.22004/ag.econ.330846
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/330846/files/789-1954-3-PB.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.330846?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
    ---><---

    References listed on IDEAS

    as
    1. 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.
    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. Shi Zheng & Xinyang Lyu & Jie Wang & Cheryl Wachenheim, 2023. "Enhancing Sales of Green Agricultural Products through Live Streaming in China: What Affects Purchase Intention?," Sustainability, MDPI, vol. 15(7), pages 1-26, March.
    2. Xiaoyu Wang & Guangming Li & Rongmei Jiang, 2023. "Research on Purchase Intention of E-Commerce Poverty Alleviation Products Based on Perceived Justice Perspective," Sustainability, MDPI, vol. 15(3), pages 1-21, January.
    3. Qu, Yi & Khan, Jashim & Su, Yuyang & Tong, Jiao & Zhao, Shuo, 2023. "Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Shizhen Bai & Wenzhen Yu & Man Jiang, 2022. "Promoting the Tripartite Cooperative Mechanism of E-Commerce Poverty Alleviation: Based on the Evolutionary Game Method," Sustainability, MDPI, vol. 15(1), pages 1-21, December.
    5. 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.

    More about this item

    Keywords

    Marketing; Production Economics;

    Statistics

    Access and download statistics

    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:ags:reowae:330846. 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: AgEcon Search (email available below). General contact details of provider: http://www.nassg.org/ .

    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.