Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products
Live-streaming e-commerce has boosted the marketing vitality and possibilities of green agricultural products. However, academic research on this emerging marketing method remains insufficient. To fill this literature gap, this paper examines whether live-streaming e-commerce has gained consumers’ trust and strengthened their intention to purchase green agricultural products. On the basis of a literature review, in this paper, we establish an evaluation system for live-streaming e-commerce which includes information quality, system quality, service quality, telepresence, and social presence and assumes that high-quality live-streaming e-commerce will increase consumers’ green trust and, thus, strengthen green purchase intention. Altogether, 726 valid questionnaires were collected, and structural equation modeling (SEM) and stepwise regression were used to analyze the data. The results demonstrate that the five aforementioned dimensions of live-streaming e-commerce quality that were used as criteria positively impact green trust. The findings provide suggestions for green-product companies on how to improve their live-streaming quality to enhance consumers’ purchase intention to realize economic and social value.
The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products
Live-streaming e-commerce has boosted the marketing vitality and possibilities of green agricultural products. However, academic research on this emerging marketing method remains insufficient. To fill this literature gap, this paper examines whether live-streaming e-commerce has gained consumers’ trust and strengthened their intention to purchase green agricultural products. On the basis of a literature review, in this paper, we establish an evaluation system for live-streaming e-commerce which includes information quality, system quality, service quality, telepresence, and social presence and assumes that high-quality live-streaming e-commerce will increase consumers’ green trust and, thus, strengthen green purchase intention. Altogether, 726 valid questionnaires were collected, and structural equation modeling (SEM) and stepwise regression were used to analyze the data. The results demonstrate that the five aforementioned dimensions of live-streaming e-commerce quality that were used as criteria positively impact green trust. The findings provide suggestions for green-product companies on how to improve their live-streaming quality to enhance consumers’ purchase intention to realize economic and social value.
The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products
Xiaoxu Dong (Autor:in) / Huawei Zhao (Autor:in) / Tiancai Li (Autor:in)
2022
Aufsatz (Zeitschrift)
Elektronische Ressource
Unbekannt
Metadata by DOAJ is licensed under CC BY-SA 1.0
Investigating Young Consumers’ Purchasing Intention of Green Housing in China
| DOAJ | 2018
| DOAJ | 2023
| DOAJ | 2023
Multidimensional Evaluation of Consumers’ Shopping Risks under Live-Streaming Commerce
| DOAJ | 2023