Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

Bo Zeng, Xiao Liu, Weimin Zhang (), Lianbei Wu and Ding Xu
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Bo Zeng: School of Economics and Management, Beijing Forestry University, Beijing 100083, China
Xiao Liu: School of Economics and Management, Beijing Forestry University, Beijing 100083, China
Weimin Zhang: School of Economics and Management, Beijing Forestry University, Beijing 100083, China
Lianbei Wu: School of Economics and Management, Beijing Forestry University, Beijing 100083, China
Ding Xu: School of Economics and Management, Beijing Forestry University, Beijing 100083, China

Sustainability, 2023, vol. 15, issue 20, 1-18

Abstract: In the current competitive market situation, live streaming has become an essential part of the digital transformation of agriculture. In this study, we empirically examine the influence of short video live streaming on the purchase of agricultural products. A regression model was developed using SPSS 23 software. The final results of this study show that short video live streaming has a significant effect on the sales of agricultural products. Consumer cognition and emotion show mediation in the impact between the Key Opinion Leaders (KOL) of charisma, content richness, and interactive evaluation on the purchase of agricultural products. This study explores the path of the impact of short video live streaming on the purchasing of agricultural products. It is beneficial to help agriculture-related practitioners develop new marketing paths, reduce the waste of agricultural products, and improve the economic income of related practitioners.

Keywords: consumer emotion; consumer cognition; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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