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

被引：4
|
作者：
Zeng, Bo [1 ]
Liu, Xiao [1 ]
Zhang, Weimin [1 ]
Wu, Lianbei [1 ]
Xu, Ding [1 ]
机构：
[1] Beijing Forestry Univ, Sch Econ & Management, Beijing 100083, Peoples R China
来源：
SUSTAINABILITY | 2023年 / 15卷 / 20期
关键词：
consumer emotion; consumer cognition; sustainability;
D O I：
10.3390/su152014948
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
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.
引用
收藏
页数：18
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