How to interact with consumers to enhance their purchase intention? Evidence from China’s agricultural products live streaming commerce
Abstract
Purpose
This study aims to investigate the effects of interaction in agricultural product live rooms, including personalization, responsiveness, and entertainment, on consumers’ purchase intention.
Design/methodology/approach
The SOR model has been applied to formulate hypotheses. This study is based on an online survey conducted with a sample of 433 valid questionnaires from Chinese consumers on the TikTok agricultural products live platform. A partial least squares structural equation modeling (PLS-SEM) is used to test the hypotheses.
Findings
The findings indicate that (1) interactions (personalization, responsiveness, and entertainment) in the agricultural products live room have a positive effect on perceived values (utilitarian value, symbolic value, and entertainment value); (2) utilitarian value positively affects purchase intention and mediates the effects of personalization and entertainment interactions on purchase intention, respectively; (3) entertainment value positively influences purchase intention and mediates the influence of entertainment interaction on purchase intention.
Originality/value
This study offers theoretical insights into live marketing of agricultural products and practical implications for practitioners of agricultural products in live streaming commerce.
Keywords
Acknowledgements
This study was funded by the Chinese National Natural Science Foundation grants (No. 72073136 and No. 72373158), the National Social Science Foundation China (21ZDA055) and the Beijing Technology and Business University Young Teachers Scientific Research Starting Fund (No. QNJJ2021-45). The interpretations, conclusions and recommendations, however, are the author’s and do not necessarily represent the positions of the institution. No conflict of interest exists in the submission of this manuscript, and the manuscript is approved by the author for publication.
Citation
Tan, S. (2024), "How to interact with consumers to enhance their purchase intention? Evidence from China’s agricultural products live streaming commerce", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-09-2023-0815
Publisher
:Emerald Publishing Limited
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