Live-streaming e-commerce has boosted the marketing vitality and possibilities of green agricultural products. However, academic research on this emerging marketing method remains insufficient. To fill this literature gap, this paper examines whether live-streaming e-commerce has gained consumers’ trust and strengthened their intention to purchase green agricultural products. On the basis of a literature review, in this paper, we establish an evaluation system for live-streaming e-commerce which includes information quality, system quality, service quality, telepresence, and social presence and assumes that high-quality live-streaming e-commerce will increase consumers’ green trust and, thus, strengthen green purchase intention. Altogether, 726 valid questionnaires were collected, and structural equation modeling (SEM) and stepwise regression were used to analyze the data. The results demonstrate that the five aforementioned dimensions of live-streaming e-commerce quality that were used as criteria positively impact green trust. The findings provide suggestions for green-product companies on how to improve their live-streaming quality to enhance consumers’ purchase intention to realize economic and social value.
Live streaming e-commerce, as a kind of new information technology-based business model, is currently the most popular marketing approach, especially in China. This research divides live streaming interactions into three dimensions, interactions for obtaining product information (IPI), interactions for grasping the purchase dynamics of others (IPD), and interactions for obtaining monetary incentives (IMI), and proposes a comprehensive framework to examine whether live streaming interactions with consumers promote both social presence and consumer conformity, and thereby enhance their purchase intentions. Covariance-based structural equation modeling (CB-SEM) with AMOS was conducted to analyze data collected from 576 Chinese consumers. The main findings are that, first, both IPI and IPD can exert a direct impact on social presence and consumer conformity; second, IMI has a positive impact only on social presence; third, among the three dimensions of interactions, both IPI and IPD tend to increase purchase intention through social presence and consumer conformity, while IMI increases purchase intention only via social presence. Furthermore, given the differences between experience and search products, the results of the multigroup analysis indicate inconsistent path coefficients between the two product groups. This study provides a novel perspective on live streaming e-commerce with evidence on how interactions matter in driving purchase intentions, enriches the content of live streaming e-commerce literature and explores the practical implications for marketing managers are looking for marketing by live streaming.
In this paper, we solve a class of boundary value problems of the composite first Weber system. In the process of solving the problem, first of all, we introduce functions of guide solution. Secondly, we constructive similar kernel functions. Finally, solutions with a form of continued fraction product to boundary value problem of the composite first Weber system are obtained by assembling coefficients of the non-homogeneous left boundary condition, functions of guide solution, coefficients of two connection conditions and similar kernel functions. Then a new method is obtained for solving the composite boundary value problem-Similar Constructing Method (shortened as SCM). This method is not only simple and effective for solving the complicated boundary value problem of differential system, but also is a kind of innovative idea.
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