Journal of Internet Computing and Services (인터넷정보학회논문지)

Korean Society for Internet Information (한국인터넷정보학회)
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Impact of Live Streaming on Green Purchase Intent: The Role of Environmental Debt

  • Feng yi (Dept. of Global Business, Graduate School, Kyonggi University) ;
  • Feng yu (Dept. of Global Business, Graduate School, Kyonggi University) ;
  • Liu ziyang (Dept. of Global Business, Graduate School, Kyonggi University)
  • Received : 2024.05.13
  • Accepted : 2024.09.20
  • Published : 2024.10.31
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Abstract

With the continuous emergence of green fresh agricultural products in today's consumer market and the rise of live streaming platforms as an emerging sales channel.The rise of green fresh agricultural products and live streaming as a sales channel has spurred interest in how live streaming strategies impact consumer purchase intentions. This study examines the effects of interactivity, professionalism, usability, and sustainability in live streaming on green purchase intentions, with a focus on the mediating role of perceived environmental debt. Regression analysis of 660 questionnaires revealed that interactivity (β=0.310, p<0.001), professionalism (β=0.268, p<0.001), usability (β=0.250, p<0.001), and sustainability (β=0.305, p<0.001) significantly positively affect green purchase intentions. Perceived environmental debt partially mediated the effects of interactivity (β=0.137, p=0.005), professionalism (β=0.224, p<0.001), and usability (β=0.131, p=0.005), but not sustainability (β=0.112, p=0.029). The results suggest that enhancing interactivity, professionalism, and usability in live streaming can promote green consumption by fostering environmental responsibility. It is also recommended to improve green infrastructure and policies to encourage sustainable living habits.

Keywords

References

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