计划行为理论
结构方程建模
中国
农业
营销
路径分析(统计学)
规范(哲学)
广告
情感(语言学)
业务
控制(管理)
心理学
计算机科学
地理
数学
统计
政治学
人工智能
考古
沟通
法学
作者
Xu Ping,Bing Zhu,Ke Wang
标识
DOI:10.1007/978-3-031-05014-5_24
摘要
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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