The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products
Abstract
:1. Introduction
2. Literature Review and Hypotheses
2.1. Green Trust and Live-Streaming E-Commerce Quality
2.2. Green Trust and Green Purchase Intention
2.3. Research Model
3. Methodology
3.1. Measurements of Variables
3.2. Data Collection and the Sample
4. Results
4.1. Measurement Model
4.2. Structural Model
5. Conclusions and Implications
5.1. Empirical Findings and Discussion
5.2. Implications and Limitations
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Abbr. | Measurement Item | References | |
---|---|---|---|
Live-Streaming E-Commerce Quality (LSECQ) | |||
Information Quality (InQ) | InQ1 | In the green agricultural product live stream, the details about green agricultural products are correct. | [34,39,47,56,57,58] |
InQ2 | In the green agricultural product live stream, the details about green agricultural products can be trusted. | ||
InQ3 | In the green agricultural product live stream, there are no errors in details about green agricultural products. | ||
InQ4 | In the green agricultural product live stream, the source of green agricultural product content is dependable. | ||
InQ5 | In the green agricultural product live stream, the streamer who displays the green agricultural product details is credible. | ||
System Quality (SyQ) | SyQ1 | Anyone who is interested in the live room can enter the live room. | |
SyQ2 | Even if many people enter the live room at the same time, there will be no delays or errors. | ||
SyQ3 | The audience can enter the live-streaming room that they are interested in at any time without time or place limitations. | ||
SyQ4 | After entering the live room, the audience can carry out any operation they are interested in without any inconvenience. | ||
SyQ5 | The live-streaming e-commerce platform allows audiences to watch video and hear sound with no stuck phenomenon. | ||
Service Quality (SeQ) | SeQ1 | The streamer’s response time to audience questions is acceptable. | |
SeQ2 | The streamer is very happy to communicate with me. | ||
SeQ3 | The streamer can provide relevant information on my inquiry in a timely manner. | ||
SeQ4 | The streamer’s response is closely related to my problems and requests. | ||
SeQ5 | The anchors can answer my questions and requests in time. | ||
Telepresence (TP) | TP1 | While watching the green agricultural product live stream, I was totally immersed in the world that the live stream created. | |
TP2 | While watching the green agricultural product live stream, it seems that I have really seen the products. | ||
TP3 | The production environment for green agricultural products that I watched through live streaming felt like an immersive experience. | ||
TP4 | The details on the green agricultural products on the live stream felt very real to me. | ||
TP5 | The green agricultural product live stream created a new world for me, and the world suddenly disappeared when the live stream ended. | ||
Social Presence (SP) | SP1 | While watching the green agricultural product live stream, I was totally immersed in the world that the live stream created. | |
SP2 | While watching the green agricultural product live stream, it seems as if I really have seen the products. | ||
SP3 | The production environment for the green agricultural products that I watched through live streaming felt like an immersive experience. | ||
SP4 | While watching the green agricultural product live stream, there was a sense of personness in the live room. | ||
SP5 | While watching the green agricultural product live stream, communication with the streamer made me feel at ease. | ||
Green Trust (GT) | |||
GT1 | I trust the sellers of green agricultural products through live streaming. | [59,60,61] | |
GT2 | I believe that the green agricultural products provided in the live stream are produced to high standards. | ||
GT3 | The green agricultural products presented during the live stream will fulfill their commitments and guarantee environmental safety. | ||
GT4 | The eco-friendly reputation of the green agricultural products presented during the live stream is commonly trustworthy. | ||
GT5 | While watching the green agricultural product live stream, I felt that the environmental performance was generally dependable. | ||
Green Purchase Intention (GPI) | |||
GPI1 | I will consider purchasing green agricultural products through live streaming. | [62] | |
GPI2 | Purchasing green agricultural products through live streaming has many advantages. | ||
GPI3 | I think it is a good choice to purchase green agricultural products through live streaming. | ||
GPI4 | Along with other options, I will give priority to purchasing green agricultural products through live streaming. | ||
GPI5 | I will advise my friends and acquaintances to purchase green agricultural products through live streaming. |
Characteristics | Frequency | Percentage | |
---|---|---|---|
Age | 18–25 years old | 182 | 25.1 |
26–35 years old | 236 | 32.5 | |
36–45 years old | 242 | 33.3 | |
Older than 45 years old | 66 | 9.1 | |
Gender | Male | 305 | 42.0 |
Female | 421 | 58.0 | |
Income | Less than RMB 2000 per month | 58 | 8.0 |
RMB 2000–5000 per month | 189 | 26.0 | |
RMB 5000–10,000 per month | 261 | 36.0 | |
RMB 10,000–15,000 per month | 175 | 24.1 | |
More than RMB 15,000 per month | 43 | 5.9 | |
Knowledge of green agricultural products | None | 37 | 5.1 |
Not much | 153 | 21.1 | |
General | 232 | 32.0 | |
Know well | 240 | 33.1 | |
Know very well | 64 | 8.8 | |
Access to green agricultural products | Internet media | 346 | 60.1 |
Recommended by relatives and friends | 256 | 44.4 | |
Store promotion recommendation | 298 | 51.7 | |
TV, newspapers, and other media | 289 | 50.2 | |
Purchase times via live-streaming e-commerce | 0–2 times | 65 | 9.0 |
3–5 times | 225 | 31.0 | |
6–10 times | 218 | 30.0 | |
11–20 times | 131 | 18.0 | |
Over 20 times | 87 | 12.0 | |
Do you have experience shopping online for green agricultural products? | No | 428 | 59.0 |
Yes | 298 | 41.0 | |
Do you have experience shopping online for green agricultural products via live-streaming e-commerce? | No | 630 | 86.8 |
Yes | 96 | 13.2 |
Construct | Item | Factor Loading | CR | Cronbach’s Alpha | AVE |
---|---|---|---|---|---|
Information Quality (InQ) | InQ1 | 0.766 | 0.901 | 0.899 | 0.645 |
InQ2 | 0.828 | ||||
InQ3 | 0.770 | ||||
InQ4 | 0.754 | ||||
InQ5 | 0.890 | ||||
System Quality (SyQ) | SyQ1 | 0.779 | 0.870 | 0.869 | 0.572 |
SyQ2 | 0.739 | ||||
SyQ3 | 0.711 | ||||
SyQ4 | 0.763 | ||||
SyQ5 | 0.788 | ||||
Service Quality (SeQ) | SeQ1 | 0.728 | 0.886 | 0.884 | 0.608 |
SeQ2 | 0.769 | ||||
SeQ3 | 0.784 | ||||
SeQ4 | 0.832 | ||||
SeQ5 | 0.782 | ||||
Telepresence (TP) | TP1 | 0.863 | 0.891 | 0.887 | 0.623 |
TP2 | 0.815 | ||||
TP3 | 0.639 | ||||
TP4 | 0.848 | ||||
TP5 | 0.761 | ||||
Social Presence (SP) | SP1 | 0.738 | 0.863 | 0.861 | 0.558 |
SP2 | 0.830 | ||||
SP3 | 0.696 | ||||
SP4 | 0.724 | ||||
SP5 | 0.741 | ||||
Green Trust (GT) | GT1 | 0.764 | 0.898 | 0.896 | 0.639 |
GT2 | 0.859 | ||||
GT3 | 0.749 | ||||
GT4 | 0.831 | ||||
GT5 | 0.787 | ||||
Green Purchase Intention (GPI) | GPI1 | 0.859 | 0.879 | 0.877 | 0.594 |
GPI2 | 0.740 | ||||
GPI3 | 0.698 | ||||
GPI4 | 0.790 | ||||
GPI5 | 0.757 |
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | |
---|---|---|---|---|---|---|---|---|---|
1. InQ | 0.803 | ||||||||
2. SyQ | 0.350 | 0.756 | |||||||
3. SeQ | 0.368 | 0.357 | 0.780 | ||||||
4. TP | 0.239 | 0.407 | 0.377 | 0.789 | |||||
5. SP | 0.276 | 0.418 | 0.414 | 0.339 | 0.747 | ||||
6. GT | 0.575 | 0.544 | 0.507 | 0.411 | 0.475 | 0.799 | |||
7. GPI | 0.317 | 0.309 | 0.307 | 0.267 | 0.299 | 0.553 | 0.771 | ||
8. EC | 0.096 | 0.106 | 0.090 | 0.067 | 0.156 | 0.228 | 0.265 | 0.738 | |
9. HC | 0.031 | 0.112 | 0.071 | 0.026 | 0.073 | 0.207 | 0.202 | 0.378 | 0.716 |
χ2 | df | χ2/df | SRMR | GFI | AGFI | NFI | IFI | TLI | CFI | RMSEA | |
---|---|---|---|---|---|---|---|---|---|---|---|
Suggested | 1~3 | <0.05 | >0.9 | >0.9 | >0.9 | >0.9 | >0.9 | >0.9 | <0.08 | ||
Actual | 966.491 | 544 | 1.777 | 0.037 | 0.935 | 0.925 | 0.936 | 0.971 | 0.968 | 0.971 | 0.033 |
Hypothesis | Causal Path | Estimate | SE | CR | p | Path Coefficient | R2 | Results | ||
---|---|---|---|---|---|---|---|---|---|---|
H1 | InQ | → | GT | 0.316 | 0.033 | 9.488 | *** | 0.351 | 0.551 | Supported |
H2 | SyQ | → | GT | 0.228 | 0.037 | 6.177 | *** | 0.342 | Supported | |
H3 | SeQ | → | GT | 0.166 | 0.034 | 4.814 | *** | 0.184 | Supported | |
H4 | TP | → | GT | 0.090 | 0.030 | 2.963 | ** | 0.105 | Supported | |
H5 | SP | → | GT | 0.160 | 0.036 | 4.445 | *** | 0.168 | Supported | |
H6 | GT | → | GPI | 0.674 | 0.050 | 13.537 | *** | 0.557 | 0.310 | Supported |
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Dong, X.; Zhao, H.; Li, T. The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products. Sustainability 2022, 14, 4374. https://doi.org/10.3390/su14074374
Dong X, Zhao H, Li T. The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products. Sustainability. 2022; 14(7):4374. https://doi.org/10.3390/su14074374
Chicago/Turabian StyleDong, Xiaoxu, Huawei Zhao, and Tiancai Li. 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products" Sustainability 14, no. 7: 4374. https://doi.org/10.3390/su14074374
APA StyleDong, X., Zhao, H., & Li, T. (2022). The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products. Sustainability, 14(7), 4374. https://doi.org/10.3390/su14074374