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.

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

"Eco-Conscious Appetites: Investigating Organic Food Purchase Intentions through Consumption Values, Empowered by Environmental Self-Identity and Analyzed using MGA – Baltic Insights"

Previous research investigated the impact of psychosocial predictors (e.g. attitude, social and moral norm, perceived behavioral control, intention) on sustainable clothing purchasing. To date, no studies considered whether proenvironmental self-identity moderates the effects of these predictors on behavior. In this study, we adopted an intrapersonal approach and a longitudinal design to assess the moderating role of proenvironmental self-identity in predicting intentions and behaviors, considering gender differences. 250 participants completed an initial questionnaire on the predictors of three sustainable clothing purchasing. A month later, they filled out a second questionnaire to self-assess these behaviors. The results showed that social and internalized norms (moral norms) were notably influential of participants' intentions. Affective attitude influenced behavior positively, while cognitive attitude had a negative influence. When considering the moderating role of proenvironmental self-identity, significant gender differences emerged. Women with a weak proenvironmental self-identity expressed a higher intention to purchase sustainable clothing when they had high affective attitudes and descriptive norm but low cognitive attitudes. Women with a strong proenvironmental self-identity intended to purchase sustainable clothing when they had high moral norms and cognitive attitudes but low descriptive norm. Man with a weak proenvironmental self-identity and high positive affective attitude increased their future SCP. 

Proenvironmental self identity as a moderator of psychosocial predictors in the purchase of sustainable clothing

The advancement in internet technology has firmly entrenched social media as an indispensable aspect of daily life. Social networking communities have evolved into a profoundly relevant space for marketers. Nowadays, social media offers a diverse array of features that actively engage users in buying and selling products and services. Live streaming, particularly, has gained remarkable popularity among social media influencers and businesses alike. Companies are increasingly investing time and resources into captivating consumers through social media live streaming rather than traditional offline methods. In recent years, many researchers have delved into this domain, identifying various theories/models and factors that influence consumers’ adoption of this technology. This study synthesizes these models and factors, conducts weight analysis and sheds light on various limitations to guide future investigations. The study's findings reported that SOR model is the most adopted model in this domain therefore trust, enjoyment, and uncertainty are some key predictors of purchase intention. Moreover, it is important to acknowledge limitations such as geographical constraints, methodological challenges, and the use of purchase intention as a proxy for actual behaviour that shapes this research. 

Navigating the Stream: Unveiling the Factors Shaping Consumer Purchase Intention in Live Streaming Shopping on Social Media Platforms

A Critical Review of Research on Live Streaming of Agricultural Products: Status, Trends, and Mechanisms

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.

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

By harnessing evaluation information like attribute types and attribute values hidden in online reviews, managers can acquire consumer preference and satisfaction over products. Most existing studies only considered how to extract attribute types or attribute values of products from textual reviews, but ignored the role of attribute-level ratings in reflecting consumer preference and satisfaction. Based on the techniques of sentiment analysis and preference disaggregation, this paper unifies the quantitative and qualitative information extracted from textual reviews and attribute-level ratings to obtain attribute types and values of products. A real case on TripAdvisor.com is given to verify the proposed method.

Extract attribute types and values based on sentiment analysis and preference disaggregation

Popular Tasks used by Researchers

How can I help with your research?

Get more enhanced response by uploading the PDFs you want me to reference.

No relevant PDFs in your library

SciSpace is the AI research assistant for academics. Run systematic literature reviews on 280M+ papers, and write papers with cited sources. Trusted by 1M+ students, PhDs & researchers.

SciSpace | AI for Research

We encountered an error while loading the panel. Please try refreshing the page.

Something went wrong

Analyze PDFs

Code & Manuscripts

Funding & Grants

Literature & Patents

Medical & Clinical Data

Systematic Review

Visualize & Present

Web & Data

Build a Google Scholar-like website for your research.

Build a website

Create charts and images for your research

Create a Chart

Write a paper for submission to a journal

Draft a manuscript

Patent Search

Design eye-catching scientific posters in minutes.

Scientific Poster Generation

Systematic Literature Review

Anyone with the link can view this chat. You can switch it back to private anytime.

One task is running at the moment. Your messages will be shown right after.

Drag and drop or click here to browse

Loved by <highlight>1 million+</highlight> researchers

Extract a list of specific topics and their sources from unstructured text

Topics

Compare and analyze relevant papers that matches with your search

Papers

Get insights from PDFs and bookmarked papers from your library

My library

Recent searches

Try searching for:

Catch AI-generated content in scholarly and non-scholarly content

{ai} Detector

Ai Writer

Get PDF Summaries, highlighted text explanations 

Chat with PDF

Effortlessly create in-text citations and bibliographies in APA and 2,500 other formats

Citation generator

Get explanations, summaries, and answers on academic papers

Ease up your research workflow with {scispace}'s cohort of exciting AI tools

Elevate your academic writing skills and convey your ideas the way you want

Paraphraser

Explore our range of reading and writing tools

Your file is being prepared and should be ready in a few minutes. If it's a large file, it might take a bit longer. You can close this window, and we'll email you the file when it's done.

You have reached a maximum limit of <strong>{limit}</strong> columns in the table. Remove at least <strong>1</strong> column to add or create another one.

B. Zhu

Author Tools

Chat about Author

Papers

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

Extract attribute types and values based on sentiment analysis and preference disaggregation