Empirical study on the psychological mechanism of consumers in the context of live streaming seafood sales: evidence from China
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2024
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76
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The advent of the 5G era signifies China's official entry into the digital economy. This technological shift has attracted countless merchants to the market via e-commerce platforms, seeking to capitalize on new opportunities. Concurrently, it offers a novel avenue for expanding seafood sales channels in China. The interactive and intuitive nature of e-commerce live streaming has subtly but significantly influenced and shaped consumers' purchasing behaviors. In light of this, this study, based on 330 valid survey responses and grounded in the theories of perceived value and consumer trust, explores the psychological mechanisms affecting consumers in the context of e-commerce live streaming for aquatic products. The findings reveal that: (1) Consumer trust positively impacts purchase intention in the context of live-streamed seafood e-commerce. (2) Perceived entertainment value positively influences consumer purchase intention. (3) Perceived utilitarian value also positively influences consumer purchase intention. This paper contributes theoretically by broadening the application of perceived value theory and enhancing the understanding of consumer behavior concerning seafood. Additionally, it may offer practical insights into the expansion of seafood sales channels and market scale in other countries and regions.
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e-commerce live streaming, seafood, consumer behaviour, perceived value
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The Israeli Journal of Aquaculture - Bamidgeh
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