Effect of emotional factors on purchase intention in live streaming marketing of agricultural products: A moderated mediation model

互动性 调解 调解 心理学 农业 营销 业务 广告 社会心理学 计算机科学 社会学 多媒体 生态学 社会科学 生物
作者
Tianming Han,Jing Han,Jia Liu,Weibao Li
出处
期刊:PLOS ONE [Public Library of Science]
卷期号:19 (4): e0298388-e0298388 被引量:1
标识
DOI:10.1371/journal.pone.0298388
摘要

Emotional factors play a crucial role in streaming live marketing of agricultural products. Some literature explored several emotional factors’ impact on consumers’ purchase intention. Nonetheless, the interaction and integration effects of these factors have received less attention. Based on Consumer Engagement Theory, SOR model and TAM model, the paper constructs a moderated mediation model of the interactivity/presence, trust/resonance and purchase intention under rural sentiment. A quantitative study based on 365 valid samples is conducted to validate this model. The results indicate that interactivity and presence positively impact on consumers’ purchase intention, trust and resonance play a mediating role between interactivity/presence and purchase intention separately. Contrary to our expectations, rural sentiment negatively moderates the relationship between interactivity and resonance. Differences of regression results between urban and rural group indicate that the cultural backgrounds of consumers have an impact on their emotional responses in live streaming of agricultural products. The results illustrate the mechanism of emotional factors in consumers’ purchase decisions. Overall, this paper reveals the potential of emotional factors and the development of effective marketing strategies to improve agricultural products sales.

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