Xu Zu
Biographic Data
| ID | 10042724 |
|---|---|
| NAME | Xu Zu |
| GIVEN NAMES | Xu |
| FAMILY NAME | Zu |
| SIGNATURE | ZU X |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2025 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 0 |
The influence of new farmer live streamer characteristics on purchase intention
Introduction Agricultural live streaming has emerged as a vital channel for rural development, yet limited research examines how new farmer live streamers’ characteristics influence consumer behavior. Guided by the Stimulus–Organism–Response (S-O-R) framework and parasocial interaction theory, this study investigates how the characteristics of new farmer live streamers shape consumers’ purchase intention in agricultural e-commerce. Methods Five k…
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The influence of new farmer live streamer characteristics on purchase intention
Introduction Agricultural live streaming has emerged as a vital channel for rural development, yet limited research examines how new farmer live streamers’ characteristics influence consumer behavior. Guided by the Stimulus–Organism–Response (S-O-R) framework and parasocial interaction theory, this study investigates how the characteristics of new farmer live streamers shape consumers’ purchase intention in agricultural e-commerce. Methods Five k…
Agriculture (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Cultural values (1 work) · Digital Marketing and Social Media (1 work) · Interactivity (1 work) · Media Influence and Health (1 work) · Social media (1 work) · Social relation (1 work) · Structural equation modeling (1 work) · Sustainability (1 work)