How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logistic regression and decision tree

The continuous advancement of information technology has strengthened the influence of live-streaming commerce on consumers' daily life and their enhanced concern about food safety and environmental protection has substantially raised the share of green products in live-streaming commerce. As a preliminary endeavor to bolster green products' sales in live-streaming commerce, this article employs the stimulus-organism-response (S–O-R) model to examine how the external stimulus, i.e., live streams, attracts consumers of different basic characteristics to watch (Study 1), buy (Study 2) and participate as streamers (Study 3) in live-streaming commerce of green agricultural products. Through an online survey, we gathered 439 valid questionnaires in total. Based on correspondence analysis (Study 1), logistic regression (Study 2) and decision tree (Study 3), this article demonstrates that streamers' halo effect can attract consumers who are aged between 20 and 34, on an income less than CNY 3000 and with an educational level of junior college and undergraduate to watch, whereas the probability of consumers' willingness to buy shows a negative correlation with their educational level except for those whose educational level is postgraduate and above. Simultaneously, 80% of the respondents, whose educational levels are junior middle school and below and postgraduate and above, are willing to participate as streamers, while 78.5% of the respondents, whose educational levels are senior middle school and junior college and undergraduate, are unwilling. Theoretical and practical implications are elaborated to boost the prosperity of live-streaming commerce of green agricultural products.