Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions
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...
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| Format: | Article |
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MDPI AG
2024-10-01
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| Series: | Agriculture |
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| Online Access: | https://www.mdpi.com/2077-0472/14/11/1862 |
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| author | Xinqiang Chen Jiangjie Chen Zhiwen Cai |
| author_facet | Xinqiang Chen Jiangjie Chen Zhiwen Cai |
| author_sort | Xinqiang Chen |
| collection | DOAJ |
| description | 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–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products. |
| format | Article |
| id | doaj-art-97027825e48d41f3a745cddf77bda86c |
| institution | OA Journals |
| issn | 2077-0472 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Agriculture |
| spelling | doaj-art-97027825e48d41f3a745cddf77bda86c2025-08-20T02:08:04ZengMDPI AGAgriculture2077-04722024-10-011411186210.3390/agriculture14111862Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing DecisionsXinqiang Chen0Jiangjie Chen1Zhiwen Cai2School of Economics and Management, Xiamen University of Technology, Xiamen 361024, ChinaCollege of Fine Arts, Huaqiao University, Quanzhou 362021, ChinaSchool of Economics and Management, Xiamen University of Technology, Xiamen 361024, ChinaChina’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–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers’ perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers’ perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model’s effects with latent variable averages, revealing each factor’s importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products.https://www.mdpi.com/2077-0472/14/11/1862mukbanglive streaminggreen agri-food marketinggreen agri-food consumptionperceived valuepurchase intention |
| spellingShingle | Xinqiang Chen Jiangjie Chen Zhiwen Cai Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions Agriculture mukbang live streaming green agri-food marketing green agri-food consumption perceived value purchase intention |
| title | Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions |
| title_full | Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions |
| title_fullStr | Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions |
| title_full_unstemmed | Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions |
| title_short | Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions |
| title_sort | mukbang live streaming commerce and green agri food products consumption exploring the new dynamics of consumer purchasing decisions |
| topic | mukbang live streaming green agri-food marketing green agri-food consumption perceived value purchase intention |
| url | https://www.mdpi.com/2077-0472/14/11/1862 |
| work_keys_str_mv | AT xinqiangchen mukbanglivestreamingcommerceandgreenagrifoodproductsconsumptionexploringthenewdynamicsofconsumerpurchasingdecisions AT jiangjiechen mukbanglivestreamingcommerceandgreenagrifoodproductsconsumptionexploringthenewdynamicsofconsumerpurchasingdecisions AT zhiwencai mukbanglivestreamingcommerceandgreenagrifoodproductsconsumptionexploringthenewdynamicsofconsumerpurchasingdecisions |