This study aims to investigate how display cues in agricultural products live-streaming influence consumers' purchase intentions, with a focus on the mediating roles of consumer perceptions.
Integrating the Stimulus-Organism-Response (S-O-R) Model with perceived value theory, we analyzed 337 valid questionnaires from Chinese consumers using structural equation modeling.
Results revealed that (1) display visibility boosted purchase intention via perceived quality, value and entertainment; (2) cue multiplicity influenced quality and value but not entertainment and (3) both quality and entertainment enhanced perceived value, which subsequently increased purchase intention.
By applying a dual-mediator approach within a unified S-O-R and perceived value framework, this study offers a novel theoretical perspective by unveiling the distinct mediating mechanisms of perceived quality, value and entertainment. This not only enriches the theoretical literature on live-streaming but also provides actionable, evidence-based strategies for optimizing live-streaming presentations specifically for agricultural products.
