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The Sustainability of Fresh Agricultural Produce Live Broadcast Development: Influence on Consumer Purchase Intentions Based on Live Broadcast Characteristics

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  • Hongpeng Guo

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Xiangnan Sun

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Chulin Pan

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Shuang Xu

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

  • Nan Yan

    (College of Biological and Agricultural Engineering, Jilin University, 5988 Renmin Street, Changchun 130022, China)

Abstract

This paper is based on consumer purchase decisions and uses the consumers of live fresh agricultural products as the research object. We analyze consumers’ intention to purchase and analyze the role of perceived risk and value co-creation in consumers’ purchase of fresh agriculture products. Structural equation modeling analysis and stepwise regression coefficient analysis were used. The results show that: (1) the fresh agricultural products’ live features can positively influence consumers’ intention to buy; (2) the authenticity of fresh agricultural products live broadcast shows a significant negative correlation with perceived risk, and the visibility of fresh agricultural products live broadcast shows a significant positive correlation with value co-creation; (3) the perceived risk and value co-creation mediate between the live-stream features of fresh agricultural products and consumers’ intention to buy. The study results provide a basis for management decisions on the live broadcast of fresh agricultural products. It also has important implications for the sustainability of live broadcast of fresh agricultural products.

Suggested Citation

  • Hongpeng Guo & Xiangnan Sun & Chulin Pan & Shuang Xu & Nan Yan, 2022. "The Sustainability of Fresh Agricultural Produce Live Broadcast Development: Influence on Consumer Purchase Intentions Based on Live Broadcast Characteristics," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7159-:d:836231
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    References listed on IDEAS

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    1. Mkedder Nadjim & Bakir Mahmut & Lachachi Abdelheq, 2021. "Investigating the Antecedents of Purchase Intention Toward Local Dairy Products: An Empirical Study Based on the SOR Model," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(4), pages 124-148, December.
    2. Rong, Aiying & Akkerman, Renzo & Grunow, Martin, 2011. "An optimization approach for managing fresh food quality throughout the supply chain," International Journal of Production Economics, Elsevier, vol. 131(1), pages 421-429, May.
    3. Jean-Noël Kapferer & Gilles Laurent, 1985. "Measuring consumer involvement profiles," Post-Print hal-00786781, HAL.
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    Cited by:

    1. Zhijie Song & Chang Liu & Rui Shi, 2022. "How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
    2. 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.
    3. Shumei Wang & Yaoqun Xu, 2022. "Complex Network-Based Evolutionary Game for Knowledge Transfer of Social E-Commerce Platform Enterprise’s Operation Team under Strategy Imitation Preferences," Sustainability, MDPI, vol. 14(22), pages 1-34, November.
    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.

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