From Screen to Cart: How Livestreaming Drives Local Agricultural Food Purchases

Abstract

With the rapid expansion of e-commerce and the increasing adoption of livestream shopping, consumers’ purchasing behavior for local agricultural food has shifted significantly. While livestreaming offers unique advantages such as interactivity, real-time engagement, and a sense of immediacy, there remains a gap in understanding how platform characteristics and product attributes influence purchase intention. This study seeks to investigate the effects of livestreaming characteristics (Local Presence, Interactivity, Sales Promotion) and local agricultural food characteristics (Seasonality, Intrinsic Local Food Quality, Local Support) on consumers’ perceived hedonic and utilitarian value, and ultimately, their purchase intention. Additionally, the research explores the mediating role of perceived value in the relationship between these factors and purchase intention. A quantitative approach was employed, utilizing an online survey distributed to consumers in Ho Chi Minh City who have experience purchasing local agricultural food via livestream platforms. The collected data was analyzed using PLS-SEM to validate the proposed research model and hypotheses. The findings reveal that both live streaming characteristics and product attributes significantly influence perceived hedonic and utilitarian value, which in turn drive purchase intention. Furthermore, the mediating role of perceived value highlights its importance in the decision-making process. The study provides practical implications for agricultural sellers and e-commerce platforms, emphasizing the need for optimized livestream strategies, targeted promotional efforts, and enhanced consumer engagement to boost sales performance. These insights contribute to the growing literature on livestream commerce and digital consumer behavior, offering valuable recommendations for future research and industry applications