Measurement items and sources
| Constructs | Items | Sources |
|---|---|---|
| Product quality (PQ) | PQ1-The agricultural product is fresh | Yang and Liu (2021), Liu and Kao (2022), Grunert (2005) |
| PQ2- The agricultural product is safe | ||
| PQ3- The agricultural product is tasteful | ||
| Service quality (SQ) | SQ1-Product information is full and accurate | Zhang et al. (2021), Camilleri (2021), Liu and Fan (2025) |
| SQ2-After-sales service is timely and reliable | ||
| SQ3- The product is delivered on time and in good condition | ||
| Hosts' characteristics (HC) | HC1-Host is popular | Chen et al. (2020), Ma (2021a, b), Guo et al. (2022) |
| HC2-Host is positively interactive | ||
| HC3-Host has high product involvement | ||
| HC4- Host is innovative | ||
| Perceived value(PV) | PV1-Given the time and effort I need to spend on it, shopping by LSEAP is worthwhile for me | Chen and Lin (2018), Peng et al. (2019), Zhang et al. (2025a, b) |
| PV2-Given the money I need to spend on it, shopping by LSEAP is worthwhile for me | ||
| PV3-Shopping by LSEAP can provide me with enjoyment | ||
| Perceived risk (PR) | PR1-Risk of loss and breakage in logistics transportation is high | Cui et al. (2019), Rosillo-Díaz et al. (2020) |
| PR2-Risk of consuming more time is high | ||
| PR3-Risk of inconformity about actual quality to description is high | ||
| Consumers' trust (CT) | CT1-I believe that the product information provided by the host is credible | Horppu et al. (2008), Li et al. (2019), Jiang et al. (2025), Duong et al. (2025), Zhang et al. (2025a, b) |
| CT2-I believe that viewers' reviews in live streaming are credible | ||
| CT3-I believe that the services provided by the live-streaming platform are reliable | ||
| Purchase intention (PI) | PI1- I have a high likelihood of purchasing agricultural products from live streaming | Peng et al. (2019), Ma (2021a, b), Li et al. (2024) |
| PI2- When I need to buy agricultural products, I will prioritize buying from live streaming |
| Constructs | Items | Sources |
|---|---|---|
| Product quality (PQ) | PQ1-The agricultural product is fresh | |
| PQ2- The agricultural product is safe | ||
| PQ3- The agricultural product is tasteful | ||
| Service quality (SQ) | SQ1-Product information is full and accurate | |
| SQ2-After-sales service is timely and reliable | ||
| SQ3- The product is delivered on time and in good condition | ||
| Hosts' characteristics (HC) | HC1-Host is popular | |
| HC2-Host is positively interactive | ||
| HC3-Host has high product involvement | ||
| HC4- Host is innovative | ||
| Perceived value(PV) | PV1-Given the time and effort I need to spend on it, shopping by LSEAP is worthwhile for me | |
| PV2-Given the money I need to spend on it, shopping by LSEAP is worthwhile for me | ||
| PV3-Shopping by LSEAP can provide me with enjoyment | ||
| Perceived risk (PR) | PR1-Risk of loss and breakage in logistics transportation is high | |
| PR2-Risk of consuming more time is high | ||
| PR3-Risk of inconformity about actual quality to description is high | ||
| Consumers' trust (CT) | CT1-I believe that the product information provided by the host is credible | |
| CT2-I believe that viewers' reviews in live streaming are credible | ||
| CT3-I believe that the services provided by the live-streaming platform are reliable | ||
| Purchase intention (PI) | PI1- I have a high likelihood of purchasing agricultural products from live streaming | |
| PI2- When I need to buy agricultural products, I will prioritize buying from live streaming |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.