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Purchase Intention in Agricultural Products Live-Streaming Commerce: A S-O-R Model

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HCI International 2022 – Late Breaking Papers: HCI for Today's Community and Economy (HCII 2022)

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Abstract

Agricultural products live-streaming commerce (APLC), a new form of e-commerce with unique features sinking to villages and towns, has significantly promoted the sales of agricultural products in China during COVID-19. However, limited research has explored how the unique and common live-streaming commerce features affect customer behavior in APLC. Drawing on stimulus-organism-response (S-O-R) model, this study develops a research framework to examine how the stimuli (practicality, interactivity, preferential, and commonweal) affect consumers’ purchase intention through the mediation of organism factors (perceived trust and perceived value) in ALPC context. 216 valid samples were collected via an online survey. SmartPLS3.0 was used to verify the research model and hypotheses. Findings indicate: perceived trust and perceived value positively affect purchase intention; practicality, interactivity, preferential, and commonweal are positively associated with perceived value; practicality and commonweal positively influence perceived trust; interactivity has no significant effect on perceived trust. Potential theoretical and practical contributions are discussed.

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Acknowledgment

This study was supported by the Fundamental Research Funds for the Central Universities No. NR2021003 awarded to the second author.

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Authors and Affiliations

  1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China

    Suting Yang, Lili Liu, Jiujiu Jiang & Shanjiao Ren

Authors
  1. Suting Yang
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  2. Lili Liu
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  3. Jiujiu Jiang
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  4. Shanjiao Ren
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Corresponding author

Correspondence to Lili Liu .

Editor information

Editors and Affiliations

  1. Eindhoven University of Technology, Eindhoven, The Netherlands

    Matthias Rauterberg

  2. City University of Hong Kong, Kowloon Tong, Kowloon, Hong Kong

    Fiona Fui-Hoon Nah

  3. City University of Hong Kong, Kowloon Tong, Kowloon, Hong Kong

    Keng Siau

  4. Technische Universität Ilmenau, Ilmenau, Germany

    Heidi Krömker

  5. University of West Florida, Pensacola, FL, USA

    June Wei

  6. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

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Yang, S., Liu, L., Jiang, J., Ren, S. (2022). Purchase Intention in Agricultural Products Live-Streaming Commerce: A S-O-R Model. In: Rauterberg, M., Fui-Hoon Nah, F., Siau, K., Krömker, H., Wei, J., Salvendy, G. (eds) HCI International 2022 – Late Breaking Papers: HCI for Today's Community and Economy. HCII 2022. Lecture Notes in Computer Science, vol 13520. Springer, Cham. https://doi.org/10.1007/978-3-031-18158-0_20

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  • DOI: https://doi.org/10.1007/978-3-031-18158-0_20

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-18157-3

  • Online ISBN: 978-3-031-18158-0

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