Unraveling the Complexities of Agricultural Live-streaming: Study on the Synergistic Effects of Streamer and Appeal Variations on Purchase Intention

Qian Zeng () and Yixin Ji
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Qian Zeng: South China University of Technology, School of Journalism and Communication
Yixin Ji: South China University of Technology, School of Journalism and Communication

A chapter in Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), 2025, pp 462-469 from Springer

Abstract: Abstract This study explores the impact of streamer type and appeal variation on consumer purchase intentions in agricultural live-streaming commerce, using the Elaboration Likelihood Model (ELM). By conducting a 2x2 experiment, the research investigates how New Farmer streamers using soft-sell appeals, and institutional streamers using hard-sell appeals, influence consumer purchase intentions. Findings indicate that New Farmer streamers are perceived as more credible and appealing, with soft-sell appeals enhancing emotional engagement and purchase intention. Conversely, hard-sell appeals from institutional streamers increase perceived diagnosticity and rational purchase intention. Perceived pleasure and diagnosticity significantly mediate these effects. The study offers insights for agricultural marketers, suggesting that aligning narrative strategies with streamer can optimize consumer engagement and purchasing behavior.

Keywords: Live-streaming; Agricultural Product; Streamers; Narrative Appeals; Elaboration Likelihood Model (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-734-2_53

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DOI: 10.2991/978-94-6463-734-2_53

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