Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions
Xinqiang Chen,
Jiangjie Chen,
Zhiwen Cai
Abstract:China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–res… Show more
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