Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)

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Unraveling the Complexities of Agricultural Live-streaming: Study on the Synergistic Effects of Streamer and Appeal Variations on Purchase Intention

Authors
Qian Zeng1, *, Yixin Ji1
1School of Journalism and Communication, South China University of Technology, Guangzhou, Guangdong Province, China
*Corresponding author. Email: wrenzeng689@gmail.com
Corresponding Author
Qian Zeng
Available Online 27 May 2025.
DOI
10.2991/978-94-6463-734-2_53How to use a DOI?
Keywords
Live-streaming; Agricultural Product; Streamers; Narrative Appeals; Elaboration Likelihood Model
Abstract

This study explores the impact of streamer type and appeal variation on consumer purchase intentions in agricultural live-streaming commerce, using the Elaboration Likelihood Model (ELM). By conducting a 2x2 experiment, the research investigates how New Farmer streamers using soft-sell appeals, and institutional streamers using hard-sell appeals, influence consumer purchase intentions. Findings indicate that New Farmer streamers are perceived as more credible and appealing, with soft-sell appeals enhancing emotional engagement and purchase intention. Conversely, hard-sell appeals from institutional streamers increase perceived diagnosticity and rational purchase intention. Perceived pleasure and diagnosticity significantly mediate these effects. The study offers insights for agricultural marketers, suggesting that aligning narrative strategies with streamer can optimize consumer engagement and purchasing behavior.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
27 May 2025
ISBN
978-94-6463-734-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-734-2_53How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Qian Zeng
AU  - Yixin Ji
PY  - 2025
DA  - 2025/05/27
TI  - Unraveling the Complexities of Agricultural Live-streaming: Study on the Synergistic Effects of Streamer and Appeal Variations on Purchase Intention
BT  - Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
PB  - Atlantis Press
SP  - 462
EP  - 469
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-734-2_53
DO  - 10.2991/978-94-6463-734-2_53
ID  - Zeng2025
ER  -