How product display cues affect consumers’ purchase intention in live-streaming of agricultural products
Bibliographic Data
| ID | 21295171 |
|---|---|
| Authors | Xinao Shi (0009-0009-3351-2591, Shanghai Jiao Tong University), Jiao Xue (0009-0003-4385-142X, Shanghai Jiao Tong University), Jingwei Li (0000-0002-0686-9773, Shanghai Normal University), Xin Wen (0000-0002-2558-3930, Shanghai Jiao Tong University) |
| Year | 2026 |
| Pages | 1-17 |
| Publication date | 2026-03-10 |
| Open Access | No |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-08-2025-1041 |
| OpenAlex | W7134288046 |
| Language | EN |
| References cited | 46 |
Purpose This study aims to investigate how display cues in agricultural products live-streaming influence consumers' purchase intentions, with a focus on the mediating roles of consumer perceptions. Design/methodology/approach Integrating the Stimulus-Organism-Response (S-O-R) Model with perceived value theory, we analyzed 337 valid questionnaires from Chinese consumers using structural equation modeling. Findings Results revealed that (1) display visibility boosted purchase intention via perceived quality, value and entertainment; (2) cue multiplicity influenced quality and value but not entertainment and (3) both quality and entertainment enhanced perceived value, which subsequently increased purchase intention. Originality/value By applying a dual-mediator approach within a unified S-O-R and perceived value framework, this study offers a novel theoretical perspective by unveiling the distinct mediating mechanisms of perceived quality, value and entertainment. This not only enriches the theoretical literature on live-streaming but also provides actionable, evidence-based strategies for optimizing live-streaming presentations specifically for agricultural products
Affect (linguistics) · Entertainment · Perspective (graphical) · Product (mathematics) · Quality (philosophy) · Structural equation modeling · Value (mathematics) · Visibility · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Technology Adoption and User Behaviour
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| Highly cited | No |
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