Feng yi, Feng yu, Liu ziyang, Journal of Internet Computing and Services, Vol. 25, No. 5, pp. 141-152, Oct. 2024
10.7472/jksii.2024.25.5.141, Full Text:
Keywords: live streaming strategy, Sense of environmental deficiency, Purchase intention

Abstract

With the continuous emergence of green fresh agricultural products in today's consumer market and the rise of live streaming platforms as an emerging sales channel.The rise of green fresh agricultural products and live streaming as a sales channel has spurred interest in how live streaming strategies impact consumer purchase intentions. This study examines the effects of interactivity, professionalism, usability, and sustainability in live streaming on green purchase intentions, with a focus on the mediating role of perceived environmental debt. Regression analysis of 660 questionnaires revealed that interactivity (β=0.310, p<0.001), professionalism (β=0.268, p<0.001), usability (β=0.250, p<0.001), and sustainability (β=0.305, p<0.001) significantly positively affect green purchase intentions. Perceived environmental debt partially mediated the effects of interactivity (β=0.137, p=0.005), professionalism (β=0.224, p<0.001), and usability (β=0.131, p=0.005), but not sustainability (β=0.112, p=0.029). The results suggest that enhancing interactivity, professionalism, and usability in live streaming can promote green consumption by fostering environmental responsibility. It is also recommended to improve green infrastructure and policies to encourage sustainable living habits.

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