Research on Customers’ Impulsive Purchase Intentions: Symbolic Elements in Farmer-assisting Live Streaming

Weiping Yang; Tianqi Wu; Hongbin Zhang

doi:10.54097/78kb4q48

Authors

Weiping Yang
Tianqi Wu
Hongbin Zhang

DOI:

https://doi.org/10.54097/78kb4q48

Keywords:

Farmer-assisting live streaming, Symbolic elements, Impulse purchase intention.

Abstract

With the rapid development of the Internet, farmer-assisting live streaming has emerged as a new model combining agricultural products with e-commerce. This study, based on the S-O-R theory, constructs a model of “symbolic elements in the context of farmer-assisting live streaming” and introduces moral identity as a moderating variable. Using SPSS 27.0 and SmartPLS statistical analysis software for empirical testing, the results show that symbolic elements significantly and positively influence customers’ impulsive purchase intentions through positive emotions and perceived trust, and moral identity significantly moderates this relationship. This paper provides new research perspectives for the sustainable development of the live e-commerce model.

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