Purpose This study investigates what affects consumers' purchase intention of agricultural products in live streaming e-commerce in China. Design/methodology/approach A conceptual model is developed using signaling theory and stimulus-organism-response theory. It is tested and validated through structural equation modeling of 352 surveys of Chinese consumers. Findings The study reveals that product quality and service quality positively affect perceived value and negatively affect perceived risk. It finds that perceived risk negatively affects consumers' trust and hosts' characteristics positively affect consumers' trust. Furthermore, the study discovers that perceived value and consumers' trust have a positive influence on consumers' purchase intention. It shows that there are two covariant relationships between product quality and service quality, service quality and hosts' characteristics. Originality/value This study contributes to fresh food research with the development of a validated model for better understanding consumers' behaviors in live streaming commerce. The findings help develop live streaming commerce through formulating appropriate strategies.
李 et al. (Tue,) studied this question.