Live streaming economy and green consumer behavior of farming products: A psycholinguistic forecasting by using social computation

Da Huo, Xiaotao Zhang, Li Qiao, Aidi Tang and Yunhan Wang

Technological Forecasting and Social Change, 2024, vol. 205, issue C

Abstract: From the perspective of psycholinguistics, live-streaming programs not only facilitate the accessibility of farming products for online consumers but also exert a social influence on psychological behavior. This study delves into the green behavior of online consumers regarding farming products, specifically targeting those interested in participating in live-streaming programs. By leveraging demographic information and consumer preferences, this study sheds light on online consumers' green behavior through extensive surveys. Cluster analysis is also employed to distinguish the categories of online consumer behavior and identify the underlying motivations of consumers within social networks. The probability of consumer clusters engaging with various categories of online green consumption is further examined through a Bayesian model. Additionally, the externality effect of social networks on online consumers' green behavior based on the live streaming economy is further simulated by the SIR model. Drawing on insights from psycholinguistics within the domain of live-streaming big data, this research provides profound insights for global managers aiming to gain a deeper comprehension of online consumers' green behavior within live-streaming programs showcasing farming products. Moreover, it offers critical support for the digital marketing of these farming products in the era of digital transformation.

Keywords: Live streaming economy; Psycholinguistics; Green behavior; Farming products; Social computation (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:205:y:2024:i:c:s0040162524003275

DOI: 10.1016/j.techfore.2024.123531

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