An Empirical Study on the Impact of E-Commerce Live Streaming Features on the Repurchase Intention of Agricultural Products

作者：G. Yao, Alireza Mohammadi, Naghmeh Sabermajidi, A. Jantan · 发表于：Journal of International Business and Management · 年份：2024 · DOI：10.37227/jibm-2024-09-7118 · 被引用次数：1

This study aims to investigate the direct influence of e-commerce livestreaming Characteristics, including authenticity, interactivity, professionality, and credibility, on the repurchase intention of agricultural product consumers in Guangdong Province, China. As a key region in both economic and agricultural development, Guangdong has witnessed significant shifts in agricultural product sales due to the emerging marketing model of e-commerce livestreaming. However, the influence of mentioned factors on consumers repurchase intentions remains less erexplored. Employing a quantitative research design, this study collected data through a survey of 475 consumers in Guangdong who frequently purchase agricultural products via e-commerce livestreaming. Data analysis was conducted using SmartPLS software with Partial Least Squares Structural Equation Modeling (PLS-SEM), hypothesizing higher levels of authenticity, interactivity, professionality, and credibility in e-commerce livestreaming are positively influencing consumers’ repurchase intentions. The findings reveal that all these Characteristics have significant positive effects on enhancing repurchase intention, underscoring the importance of optimizing livestream content to improve consumer experience. This research provides empirical evidence for e-commerce platforms and agricultural product sales strategies, contributing to better market performance and sustainable industry growth.