IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i22p12627-d679815.html
   My bibliography  Save this article

An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms

Author

Listed:
  • Mengmeng Wang

    (College of Business, Gachon University, Seongnam 13120, Korea)

  • Xue Fan

    (Department of Digital Management, Korea University, Sejong 30019, Korea)

Abstract

During the COVID-19 pandemic, digital technology has been used in all aspects of the agricultural field. How to seize the opportunity to achieve the production-marketing connection is increasingly becoming a top concern for green agri-food enterprises. Based on the theory of a task–technology fit, this study analyzes the fitness between livestreaming e-commerce and green agri-food. More specifically, the task characteristics cover the seasonality, locality, and eco-friendliness of green agri-food, and the technology characteristics cover the responsiveness, interactivity, and entertainment of livestreaming e-commerce. Using data of a sample of 574 green agri-food entrepreneurial firms collected through a web-based questionnaire, we preform structural equation modeling (SEM) analysis and find that the locality and eco-friendliness of green agri-food, the responsiveness, interactivity, and entertainment of livestreaming e-commerce have a positive effect on the fit of green agri-food livestreaming e-commerce. Moreover, the fit of green agri-food livestreaming has a positive effect on firm performance and the intention to adopt livestreaming e-commerce. This study also demonstrates that perceived corporate social responsibility has a moderating effect on the relationship between the fit of livestreaming of green agri-food and the intention to adopt livestreaming e-commerce. This study extends prior research on the task–technology fit into livestreaming e-commerce companies and provides insights into our understanding of successful adoption of livestreaming e-commerce.

Suggested Citation

  • Mengmeng Wang & Xue Fan, 2021. "An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:22:p:12627-:d:679815
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/22/12627/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/22/12627/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wu, Linwan, 2019. "Website interactivity may compensate for consumers’ reduced control in E-Commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 253-266.
    2. McCarty, John A. & Shrum, L. J., 1994. "The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior," Journal of Business Research, Elsevier, vol. 30(1), pages 53-62, May.
    3. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    4. Dawn Thilmany & Craig A. Bond & Jennifer K. Bond, 2008. "Going Local: Exploring Consumer Behavior and Motivations for Direct Food Purchases," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1303-1309.
    5. G Tomas M Hult & David J Ketchen & David A Griffith & Carol A Finnegan & Tracy Gonzalez-Padron & Nukhet Harmancioglu & Ying Huang & M Berk Talay & S Tamer Cavusgil, 2008. "Data equivalence in cross-cultural international business research: assessment and guidelines," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 1027-1044, September.
    6. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    7. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    8. Park, Eunil & Kim, Ki Joon & Kwon, Sang Jib, 2017. "Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust," Journal of Business Research, Elsevier, vol. 76(C), pages 8-13.
    9. Bond, Jennifer Keeling & Thilmany, Dawn D. & Bond, Craig A., 2009. "What Influences Consumer Choice of Fresh Produce Purchase Location?," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 41(1), pages 1-14, April.
    10. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    11. J. Austin Murphy, 1987. "The Seasonality of Risk and Return on Agricultural Futures Positions," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 69(3), pages 639-646.
    12. Sea-Jin Chang & Arjen van Witteloostuijn & Lorraine Eden, 2010. "From the Editors: Common method variance in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(2), pages 178-184, February.
    13. Min Zhang & Fang Qin & G. Alan Wang & Cheng Luo, 2020. "The impact of live video streaming on online purchase intention," The Service Industries Journal, Taylor & Francis Journals, vol. 40(9-10), pages 656-681, July.
    14. Akram, Umair & Junaid, Muhammad & Zafar, Abaid Ullah & Li, Zhiwen & Fan, Mingyue, 2021. "Online purchase intention in Chinese social commerce platforms: Being emotional or rational?," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    15. Yi Cai & Chunping Xia, 2018. "Interpretive Structural Analysis of Interrelationships among the Elements of Characteristic Agriculture Development in Chinese Rural Poverty Alleviation," Sustainability, MDPI, vol. 10(3), pages 1-19, March.
    16. Adam Schmitz & Zhiguang Wang & Jung‐Han Kimn, 2014. "A Jump Diffusion Model for Agricultural Commodities with Bayesian Analysis," Journal of Futures Markets, John Wiley & Sons, Ltd., vol. 34(3), pages 235-260, March.
    17. Yadong Luo, 2006. "Political behavior, social responsibility, and perceived corruption: a structuration perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 37(6), pages 747-766, November.
    18. Savanid Vatanasakdakul & John D'Ambra, 2007. "A conceptual model for e-commerce adoption in developing countries: a task-technology fit perspective," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 6(2/3/4), pages 343-361.
    19. Sohn, Jeong Woong & Kim, Jin Ki, 2020. "Factors that influence purchase intentions in social commerce," Technology in Society, Elsevier, vol. 63(C).
    20. David Hennessy, 2007. "Region marginalization in agriculture, seasonality, dedicated capital, and product development with reference to North Europe dairy sector," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 41(2), pages 467-486, June.
    21. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    22. Charlene Li & Miranda Mirosa & Phil Bremer, 2020. "Review of Online Food Delivery Platforms and their Impacts on Sustainability," Sustainability, MDPI, vol. 12(14), pages 1-17, July.
    23. Horng, Jeou-Shyan & Chou, Sheng-Fang & Liu, Chih-Hsing & Tsai, Chang-Yen, 2013. "Creativity, aesthetics and eco-friendliness: A physical dining environment design synthetic assessment model of innovative restaurants," Tourism Management, Elsevier, vol. 36(C), pages 15-25.
    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. 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. Passarelli, Mariacarmela & Bongiorno, Giuseppe & Cucino, Valentina & Cariola, Alfio, 2023. "Adopting new technologies during the crisis: An empirical analysis of agricultural sector," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    3. Jianying Xiao & Qian Wang & Jinjin Dai & Bin Yang & Long Li, 2023. "Urban Residents’ Green Agro-Food Consumption: Perceived Risk, Decision Behaviors, and Policy Implications in China," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    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. Il Park, Byung & Xiao, Shufeng (Simon), 2021. "Doing good by combating bad in the digital world: Institutional pressures, anti-corruption practices, and competitive implications of MNE foreign subsidiaries," Journal of Business Research, Elsevier, vol. 137(C), pages 194-205.
    2. Mengmeng Wang & Wenjie Yang, 2021. "What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the C," Sustainability, MDPI, vol. 13(23), pages 1-22, November.
    3. Kawai, Norifumi & Chung, Chul, 2019. "Expatriate utilization, subsidiary knowledge creation and performance: The moderating role of subsidiary strategic context," Journal of World Business, Elsevier, vol. 54(1), pages 24-36.
    4. Saba Khalid & Jorma Larimo, 2012. "Firm Specific Advantage in Developed Markets Dynamic Capability Perspective," Management International Review, Springer, vol. 52(2), pages 233-250, April.
    5. Mengmeng Wang & Shufeng (Simon) Xiao, 2022. "How Do Political and Business Ties Matter for Supply Chain Management Capability? An Empirical Test of an Integrative Framework," Sustainability, MDPI, vol. 15(1), pages 1-14, December.
    6. Adomako, Samuel & Abdelgawad, Sondos G. & Ahsan, Mujtaba & Amankwah-Amoah, Joseph & Azaaviele Liedong, Tahiru, 2023. "Nonmarket strategy in emerging markets: The link between SMEs’ corporate political activity, corporate social responsibility, and firm competitiveness," Journal of Business Research, Elsevier, vol. 160(C).
    7. Shirodkar, Vikrant & Mohr, Alexander T., 2015. "Explaining foreign firms’ approaches to corporate political activity in emerging economies: The effects of resource criticality, product diversification, inter-subsidiary integration, and business tie," International Business Review, Elsevier, vol. 24(4), pages 567-579.
    8. Vikrant Shirodkar & Eshani Beddewela & Ulf Henning Richter, 2018. "Firm-Level Determinants of Political CSR in Emerging Economies: Evidence from India," Journal of Business Ethics, Springer, vol. 148(3), pages 673-688, March.
    9. Mengmeng Wang & Xiaoming Pan, 2022. "Drivers of Artificial Intelligence and Their Effects on Supply Chain Resilience and Performance: An Empirical Analysis on an Emerging Market," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    10. Jeong Hugh Han & Hyun-Yong Park, 2019. "Sustaining Small Exporters’ Performance: Capturing Heterogeneous Effects of Government Export Assistance Programs on Global Value Chain Informedness," Sustainability, MDPI, vol. 11(8), pages 1-24, April.
    11. Varsha Singh & Sakshi Kathuria & Deepika Puri & Bharat Kapoor, 2023. "Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1698-1711, July.
    12. Ali, Tahir & Larimo, Jorma, 2016. "Managing opportunism in international joint ventures: The role of structural and social mechanisms," Scandinavian Journal of Management, Elsevier, vol. 32(2), pages 86-96.
    13. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    14. Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
    15. Vikrant Shirodkar & Alexander T. Mohr, 2015. "Resource Tangibility and Foreign Firms’ Corporate Political Strategies in Emerging Economies: Evidence from India," Management International Review, Springer, vol. 55(6), pages 801-825, December.
    16. Chetty, Sylvie & Johanson, Martin & Martín Martín, Oscar, 2014. "Speed of internationalization: Conceptualization, measurement and validation," Journal of World Business, Elsevier, vol. 49(4), pages 633-650.
    17. Kawai, Norifumi & Strange, Roger & Zucchella, Antonella, 2018. "Stakeholder pressures, EMS implementation, and green innovation in MNC overseas subsidiaries," International Business Review, Elsevier, vol. 27(5), pages 933-946.
    18. Norifumi Kawai & Roger Strange & Antonella Zucchella, 2016. "Stakeholder Pressures, EMS Implementation, and Green Innovation in MNC Overseas Subsidiaries," DEM Working Papers Series 121, University of Pavia, Department of Economics and Management.
    19. Man Zhang & Qian Gao & Hyuk-Soo Cho, 2017. "The effect of sub-national institutions and international entrepreneurial capability on international performance of export-focused SMEs: Evidence from China and South Korea," Journal of International Entrepreneurship, Springer, vol. 15(1), pages 85-110, March.
    20. Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

    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:13:y:2021:i:22:p:12627-:d:679815. 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.