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International Conference on Human-Computer Interaction

HCII 2022: Design, Operation and Evaluation of Mobile Communications pp 286–297Cite as

Consumers’ Intention to Buy Agricultural Products via Livestreaming Platforms in Southern China

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Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13337))

Abstract

The emergence of livestreaming commerce has become more prevalent especially during the pandemic period. This present study attempts to reveal Chinese consumers purchase intention for agricultural products via livestreaming platforms. For this purpose, the Theory of Planned Behavior is applied to reveal the influence of Chinese consumers’ subjective norm, attitudes, s and perceived planning behaviors on their purchase intentions when buying agricultural products through livestreaming platforms. The researchers designed an online survey from January to April 2020 in China. Convenient sampling was applied to collect 517 questionnaires from the respondents who have no experience in buying agricultural products from livestreaming platforms. After data cleaning, 400 sets of questionnaires were valid to use. Structural Equation Model was applied to analyze the relationship among the variables. The findings indicated that the path from subjective norm (β = .554, p < .001), attitude (β = .314, p < .001) and perceived behavioral control (β = .139, p < .05) significantly affect consumers’ intention to buy agricultural products from livestreaming platforms.

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Funding

This work has received funding from Guangdong Provincial Education Department of China. It is a part of 2021 Guangdong Province Key Scientific Research Platform and Project “Research on the Economic Effects of Vocational Education Innovation Supply in Guangdong-Hong Kong-Macao Greater Bay Area Based on the Rural Revitalization Strategy” (2021ZDZX4070).

Author information

Authors and Affiliations

  1. Department of Educational Psychology, School of Leisure Sports and Management, Guangzhou Sport University, Guangzhou, 510500, Guangdong, China

    Ping Xu

  2. Department of Marketing, Assumption University, Bangkok, 10210, Thailand

    Bing Zhu

  3. School of Economics and Management, Henan Institute of Science and Technology, Henan, 453003, China

    Ke Wang

Authors
  1. Ping Xu
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  2. Bing Zhu
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  3. Ke Wang
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Corresponding author

Correspondence to Bing Zhu .

Editor information

Editors and Affiliations

  1. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

  2. University of West Florida, Pensacola, FL, USA

    June Wei

Appendices

Appendix 1

Table 1. Convergent validity.
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Appendix 2

Table 2. Fornell-Larcker criterion.
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Xu, P., Zhu, B., Wang, K. (2022). Consumers’ Intention to Buy Agricultural Products via Livestreaming Platforms in Southern China. In: Salvendy, G., Wei, J. (eds) Design, Operation and Evaluation of Mobile Communications. HCII 2022. Lecture Notes in Computer Science, vol 13337. Springer, Cham. https://doi.org/10.1007/978-3-031-05014-5_24

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  • DOI: https://doi.org/10.1007/978-3-031-05014-5_24

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05013-8

  • Online ISBN: 978-3-031-05014-5

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