IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i7p4374-d788348.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/7/4374/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/7/4374/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Paul Benjamin Lowry & Anthony Vance & Greg Moody & Bryan Beckman & Aaron Read, 2008. "Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites," Post-Print halshs-00684347, HAL.
    2. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
    3. Algharabat, Raed & Rana, Nripendra P. & Dwivedi, Yogesh K. & Alalwan, Ali Abdallah & Qasem, Zainah, 2018. "The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 139-149.
    4. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    5. Yadav, Rambalak, 2016. "Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 92-97.
    6. Han, Sehee & Min, Jinyoung & Lee, Heeseok, 2016. "Building relationships within corporate SNS accounts through social presence formation," International Journal of Information Management, Elsevier, vol. 36(6), pages 945-962.
    7. Mathew Thomas Gil & Jayanth Jacob, 2018. "The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 15(3), pages 301-319.
    8. Hajli, Nick & Sims, Julian & Zadeh, Arash H. & Richard, Marie-Odile, 2017. "A social commerce investigation of the role of trust in a social networking site on purchase intentions," Journal of Business Research, Elsevier, vol. 71(C), pages 133-141.
    9. repec:dau:papers:123456789/12465 is not listed on IDEAS
    10. Jeyaraj, Anand, 2020. "DeLone & McLean models of information system success: Critical meta-review and research directions," International Journal of Information Management, Elsevier, vol. 54(C).
    11. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    12. Farheen Naz & Judit Oláh & Dinu Vasile & Róbert Magda, 2020. "Green Purchase Behavior of University Students in Hungary: An Empirical Study," Sustainability, MDPI, vol. 12(23), pages 1-21, December.
    13. Judit Oláh & Yusmar Ardhi Hidayat & Beata Gavurova & Muhammad Asif Khan & József Popp, 2021. "Trust levels within categories of information and communication technology companies," PLOS ONE, Public Library of Science, vol. 16(6), pages 1-21, June.
    14. Kim, Namil & Kim, Wonjoon, 2018. "Do your social media lead you to make social deal purchases? Consumer-generated social referrals for sales via social commerce," International Journal of Information Management, Elsevier, vol. 39(C), pages 38-48.
    15. William H. DeLone & Ephraim R. McLean, 1992. "Information Systems Success: The Quest for the Dependent Variable," Information Systems Research, INFORMS, vol. 3(1), pages 60-95, March.
    16. Kang, Myunghwa & Gretzel, Ulrike, 2012. "Effects of podcast tours on tourist experiences in a national park," Tourism Management, Elsevier, vol. 33(2), pages 440-455.
    17. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    18. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    19. Yu‐Shan Chen, 2013. "Towards green loyalty: driving from green perceived value, green satisfaction, and green trust," Sustainable Development, John Wiley & Sons, Ltd., vol. 21(5), pages 294-308, September.
    20. Hamid Reza Khedmatgozar & Arezoo Shahnazi, 2018. "The role of dimensions of perceived risk in adoption of corporate internet banking by customers in Iran," Electronic Commerce Research, Springer, vol. 18(2), pages 389-412, June.
    21. Smith, Samantha & Paladino, Angela, 2010. "Eating clean and green? Investigating consumer motivations towards the purchase of organic food," Australasian marketing journal, Elsevier, vol. 18(2), pages 93-104.
    22. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    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. 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).

    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. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    2. Rajković, Borislav & Đurić, Ivan & Zarić, Vlade & Glauben, Thomas, 2021. "Gaining trust in the digital age: The potential of social media for increasing the competitiveness of small and medium enterprises," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(4).
    3. Abdullah Al Mamun & Naeem Hayat & Muhammad Mohiuddin & Anas A. Salameh & Syed Shah Alam, 2023. "Green Gardening Practices Among Urban Botanists: Using the Value-Belief-Norm Model," SAGE Open, , vol. 13(3), pages 21582440231, July.
    4. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    5. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    6. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    7. Tuncer, Ilhami, 2021. "The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm," Technology in Society, Elsevier, vol. 65(C).
    8. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Sadiq, Muhammad Ahsan & Rajeswari, Balasundaram & Ansari, Lubna & Danish Kirmani, Mohd, 2021. "The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Yong Ming Wang & Hafiz Muhammad Fakhar Zaman & Abdul Khaliq Alvi, 2022. "Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust," SAGE Open, , vol. 12(2), pages 21582440221, June.
    11. Jin-Long Chen, 2023. "Effect of Perceived Quality of Green Brands on Road Race Participants’ Green Word of Mouth and Mediating Roles of Satisfaction with and Trust in Green Brands," Sustainability, MDPI, vol. 15(17), pages 1-14, August.
    12. Saeed Siyal & Munawar Javed Ahmed & Riaz Ahmad & Bushra Shahzad Khan & Chunlin Xin, 2021. "Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge," IJERPH, MDPI, vol. 18(20), pages 1-22, October.
    13. Ahmed Hassan Abdou & Thowayeb H. Hassan & Amany E. Salem & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah & Wagih Salama, 2022. "The Nexus between Environmentally Sustainable Practices, Green Satisfaction, and Customer Citizenship Behavior in Eco-Friendly Hotels: Social Exchange Theory Perspective," Sustainability, MDPI, vol. 14(19), pages 1-20, October.
    14. Aladwani, Adel M. & Dwivedi, Yogesh K., 2018. "Towards a theory of SocioCitizenry: Quality anticipation, trust configuration, and approved adaptation of governmental social media," International Journal of Information Management, Elsevier, vol. 43(C), pages 261-272.
    15. Charalampia N. Anastasiou & Kiriaki M. Keramitsoglou & Nikos Kalogeras & Maria I. Tsagkaraki & Ioanna Kalatzi & Konstantinos P. Tsagarakis, 2017. "Can the “Euro-Leaf” Logo Affect Consumers’ Willingness-To-Buy and Willingness-To-Pay for Organic Food and Attract Consumers’ Preferences? An Empirical Study in Greece," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    16. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    17. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    18. Rizzi, Francesco & Gigliotti, Marina & Runfola, Andrea & Ferrucci, Luca, 2022. "Don't miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    19. S. Ananda & Raghavendra Prasanna Kumar & Dharmendra Singh, 2023. "A mediation analysis of perceived service quality, customer satisfaction and customer engagement in the banking sector," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 570-584, September.
    20. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Evangelia-Zoi Bara, 2020. "Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts," Sustainability, MDPI, vol. 12(6), pages 1-25, March.

    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:7:p:4374-:d:788348. 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.