Purchase Intention of Fresh Agricultural Products in Shandong, China: The Influence of Livestreaming Marketing User Experience

The emergence of Internet technology and the growth of the live-streaming sector have led to live-streaming marketing being a prominent example of the digital economy. This has resulted in a transformation of consumer consumption patterns and purchasing habits. Presently, the predominant focus of research on live-streaming marketing lies in assessing the efficacy of marketing strategies and examining consumer purchase intentions based on factors such as platform characteristics, perceived benefits, and perceived value. However, there is a lack of attention given to studying the user experience during live-streaming marketing. This study utilises the Stimulus-Organism-Response theory to create a research model that examines the user experience and purchase intentions of consumers of fresh agricultural goods in the context of live-streaming marketing. The study used PLS-SEM to analyse the correlation between the variables. It also incorporates consumer trust and perceived risk as mediating factors to provide more explanation. This research offers both theoretical and empirical evidence to assist the growth of the live-streaming sector and improve its conversion rate in live-streaming marketing transactions.