How Can Live Streaming E-Commerce Boost the Consumption Premium of Agricultural Products with Geographical Indication?:Taking Anhui Huoshan Huangya Tea as an Example
The rapid development of e-commerce and the green transformation in consumption have added new channels for the marketing of agricultural products with geographical indication,providing a powerful tool for improving the high-quality development of agriculture.As a reconstruction and upgrade of traditional e-commerce,live streaming e-commerce,with its strong interactivity and audio-visual impact in product display,can visually present the reputation and brand value of agricultural products with geographical indication,which is conducive to increasing consumer premium expenses.Based on SOR theory and 8773 actual transaction data of Huoshan Huangya New Tea from Taobao in 2023,this paper explores how the live streaming e-commerce marketing model can increase the consumption premium of agricultural products with geographical indication,and analyzes its generation mechanism.It is found that in the e-commerce market for such products,live streaming e-commerce has a significantly positive effect on consumer premium payments,compared to sellers without live streaming;The grade of agricultural products,packaging,services of seller and logistics all have a significant positive impact on consumer premium payments for such products, while the authenticity of product descriptions,positive and negative reviews have a negative impact on consumer premium payments;Live streaming e-commerce significantly and positively moderates the relationship among first-class agricultural products,gift-packed agricultural products,product description authenticity and consumer premium payments. In order to improve the economic benefits of farmers and e-commerce sellers,it is necessary to strengthen the promotion and marketing of agricultural products with geographical indication in live streaming e-commerce,and attach great importance to the internal and external supervision on live streaming platforms.These measures have important theoretical and practical significance for achieving high-quality agricultural development and common prosperity for farmers.
live streaming e-commerceagricultural products with geographical indicationconsumption premiumperception of trustSOR theory
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