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Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Author

Listed:
  • Bo Zeng

    (School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

  • Xiao Liu

    (School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

  • Weimin Zhang

    (School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

  • Lianbei Wu

    (School of Economics and Management, Beijing Forestry University, Beijing 100083, China)

  • Ding Xu

    (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.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:20:p:14948-:d:1261134
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    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.
    2. Zhou, Ying & Huang, Wenmin, 2023. "The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 332-342.
    3. 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.
    4. 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.
    5. Shiyong Zheng & Mingyue Wu & Junyun Liao, 2023. "The impact of destination live streaming on viewers’ travel intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(2), pages 184-198, January.
    Full references (including those not matched with items on IDEAS)

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