Building A Research Model for the Relationship between Live-Streaming E-commerce Service Quality and Agricultural Product Purchase Intention: With Perceived Value as a Mediator

Ahn, T., Ryu, S., & Han, I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275.
Benlian, A., Titah, R., & Hess, T. (2012). Differential effects of provider recommendations and consumer reviews in e-commerce transactions: An experimental study. Journal of Management Information Systems, 29(1), 237-272.
Chen, L., Liu, W., & Chen, D. (2019). Research on the moderating effects of information quality on farmers' mobile information service usage behavior: An analysis based on microdata from 939 farmers in Jiangsu. Library and Information Science, (5), 127-136.
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word?of?mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
Choi, J., & Lee, K. H. (2003). Risk perception and e?shopping: A cross?cultural study. Journal of Fashion Marketing and Management: An International Journal, 7(1), 49-64.
Chopdar, P. K., & Balakrishnan, J. (2020). Consumers’ response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53, 102106.
Dang, J., & Ma, J. (2021). Research on the influence mechanism of live streaming app usage behavior on online purchase intention. Journalism University, (05), 95-105, 124-125.
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dong, X., Liu, X., & Wang, H. (2023). A socio-technical perspective on consumer behavior in live streaming commerce. Frontiers in Psychology, 13, 1082981.
Douglass, R. B. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
Du, H. (2023). A study on the mechanism of customer perceived value on brand attitude in the context of brand micro-films (Master's thesis). Yanshan University.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
Fan, X., Jiang, X., Ni, R., & Dong, X. (2020). The impact of interactivity in mobile video live streaming on continuance usage intention. Journal of Systems Management, 29(02), 294-307.
Fishbein, M., & Manfredo, M. J. (1992). A theory of behavior change. In Influencing human behavior (pp. 29-50).
Grönroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), 30-41.
Grönroos, C. (1997). Keynote paper: From marketing mix to relationship marketing—towards a paradigm shift in marketing. Management Decision, 35(4), 322-339.
Han, R., & Tian, Z. (2005). A study on the impact of promotional types on consumer perceptions and behavioral intentions. Management Science, (2), 85-91.
Han, X., & Xu, Z. (2020). The impact of e-commerce anchor attributes on consumers' online purchase intentions—A study based on grounded theory. Foreign Economics and Management, 42(10), 62-75.
Holbrook, M. B. (1996). Customer value: A framework for analysis and research. Advances in Consumer Research, 23(1), 138-142.
Huang, Q., & Xie, C. (2017). The impact of employee-customer interaction on employee work efficiency and customer satisfaction in hotels. Tourism Research Journal, 32(04), 66-77.
Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251.
Kang, W., & Tian, C. (2024). A study on the impact of social e-commerce service quality on customer repurchase intention. Journal of Lanzhou University of Finance and Economics, (01), 113-124.
Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision Support Systems, 42(3), 1383-1401.
Li, W., Hu, B., & Ji, D. (2018). A study on users’ willingness to use e-book reading clients—Based on the perspectives of UTAUT and VAM theories. Library Forum, 38(4), 103-110.
Li, X., Chen, N., & Zhang, X. (2017). The impact mechanism of perceived value in virtual brand communities on new product purchase intentions—Based on dual mediating perspectives of group identity and brand identity. China Circulation Economy, 31(2), 93-100.
Li, Y., & Cui, T. (2020). A study on the impact of online community interaction of furniture brands on brand loyalty. Forestry Economic Issues, 40(03), 312-319.
Li, Z., Zhang, Y., & Luan, D. (2017). What factors influence consumers' online purchase decisions?—The driving role of customer perceived value. Management Review, 29(8), 136-146.
Lin, T., & Qu, H. (2019). The impact of influencer marketing elements on consumers' purchase intentions in fashion. Silk, 56(3), 54-62.
Liu, F., Meng, L., Chen, S., & Duan, S. (2020). A study on the impact of influencers in live streaming on consumers' purchase intentions and its mechanisms. Journal of Management Science, 17(01), 94-104.
Liu, Y. (2022). The impact of online live streaming on consumers' willingness to purchase sports products based on the SOR model—The mediating role of perceived value. Journal of Physical Education, 38(1), 39-46.
Liu, Z., Zhao, X., & Long, W. (2020). The formation mechanism of consumers' purchase intentions in live streaming sales—An analysis based on grounded theory. China Circulation Economy, 3(8), 48-57.
Lu, H., Zhang, S., Zhao, S., Zhang, M., & Zhang, P. (2023). A study on the relationship between promotional methods in live streaming e-commerce and consumers' purchase intentions—With perceived value as a mediating variable. Business Exhibition Economy, (19), 54-58. https://doi.org/10.19995/j.cnki.CN10-1617/F7.2023.19.054
Maojie, Z. (2023). The impact of anchor characteristics on consumers’ willingness to pay a premium for food—An empirical study. Frontiers in Nutrition, 10, 1240503.
Meng, L., Liu, F., Chen, S., & Duan, S. (2020). Can I evoke you?—A study on the influence mechanism of different types of live streaming influencers' information source characteristics on consumers' purchase intentions. Nankai Business Review, 23(01), 131-143.
Mullet, G. M., & Karson, M. J. (1986). Percentiles of LINMAP conjoint indices of fit for various orthogonal arrays: A simulation study. Journal of Marketing Research, 23(3), 286-290.
Mwencha, P. M., Muathe, S. M., & Thuo, J. K. (2014). Effects of perceived attributes, perceived risk, and perceived value on usage of online retailing services. Journal of Management Research, 6(2), 140-153.
Pan, J. (2021). The impact of pricing discount methods in live streaming e-commerce on impulsive purchasing intentions: Considering the moderating effects of time pressure and consumer risk preferences (Master's thesis). Nanjing University.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
Qi, F., Chen, Y., & Yang, J. (2023). A study on the impact of grass-root marketing on consumer purchase intentions. Economics, 6(2).
Qing, C., & Jin, S. (2022). What drives consumer purchasing intention in live streaming e-commerce? Frontiers in Psychology, 13, 938726.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10).
Schiffman, L. G., Wisenblit, J., & Kumar, S. R. (2011). Consumer behavior. Pearson Education India.
Su, J., Yin, C., & Chen, M. (2022). The impact of visual information in online reviews on consumers. Economics and Management, 36(01), 26-33.
Wang, P. (2021). A study on perceived value, social influence, and users' willingness to participate in online reviews (Master's thesis). Guilin University of Technology.
Wang, Q., & Wang, R. (2022). A study on the impact of visual marketing on consumers' purchasing intentions in online shopping. Journal of Anhui Business College of Vocational Technology, 21(2), 21-26.
Wang, W. T., Ou, W. M., & Chen, W. Y. (2019). The impact of inertia and user satisfaction on the continuance intentions to use mobile communication applications: A mobile service quality perspective. International Journal of Information Management, 44, 178-193.
Wang, X. (2022). A study on the impact of brand image matching strategies on consumer satisfaction in e-commerce platforms. Price Theory and Practice, (6).
Wei, J. (2024). A study on the relationship between new retail channel integration, logistics service quality, and consumer purchase intentions. Business Economics Research, (02), 95-98.
Woodruff, R. B., Schumann, D. W., & Gardial, S. F. (1993). Understanding value and satisfaction from the customer's point of view. Survey of Business, University of Tennessee, 29, 33.
Xue, J., Liang, X., Xie, T., & Wang, H. (2020). See now, act now: How to interact with customers to enhance social commerce engagement? Information & Management, 57(6), 103324.
Yin, S., Wu, L., Du, L., & Chen, M. (2010). Consumers' purchase intention of organic food in China. Journal of the Science of Food and Agriculture, 90(8), 1361-1367.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, M., Sun, L., Qin, F., & Wang, G. (2021). E-service quality on live streaming platforms: Swift guanxi perspective. Journal of Services Marketing, 35(3), 312-324.
Zeithaml, V. A. (2000). A conceptual framework for understanding e-service quality: Implications for future research and managerial practice.
Zhang, J., & Kong, W. (2021). The impact of negative online word-of-mouth on consumers' impulsive purchase intentions—The mediating role of negative emotions. Management Review, 33(06), 144-156.
Zhang, L. (2023). A study on the impact of live streaming sales on consumers' online purchase intentions—The mediating role of perceived value. Business Economics Research, (10), 69-72.
Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127, 107052.
Zhu, Y., Wang, P., & Ping, Y. (2022). A study on the impact of consumer perceived value on repurchase intention in service consumption—Analysis based on the embedding of trust factors in express service consumption. Price Theory and Practice, (4).

Huafeng, Z., & Aibdiwy, F. (2024). Building A Research Model for the Relationship between Live-Streaming E-commerce Service Quality and Agricultural Product Purchase Intention: With Perceived Value as a Mediator. International Journal of Academic Research in Business and Social Sciences, 14(12), 3804–3815.

Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode