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

ABSTRACT: 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 o

SUBMITTER: Han T 

PROVIDER: S-EPMC10984517 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature