Influence of live broadcasting of agricultural products on Mianyang consumers repurchase

Name: Li Tao

keyword: Live broadcasting

ThaSH: Agricultural products -- Marketing -- Research

; Agricultural products

ThaSH: Consumer behavior -- Purchasing -- Agricultural products -- Research

; Repurchase intention

ThaSH: Business Administration -- Research

Abstract: Live broadcasting became an emerging industry, and most significant domestic universities set up relevant courses to cultivate appropriate talents. The talent gap in this industry remained relatively small, which caused average interest parties to become successive anchors through live broadcast channels. With the massive market of agricultural products in Mianyang, live broadcast sales started to attract more attention for better results in sales and promotion through brand building and anchor influences. The purpose of this study was to investigate the significant difference in repurchase intention in the agricultural products with different control variables (gender, age, education, income, and frequency of using live streaming) with the influence of live broadcasting e-commerce in Mianyang; to examine the influencing mechanism of the Mianyang consumers' repurchase intention on agricultural products based on service recovery quality, brand trust, and anchor characteristics on live broadcasting e-commerce; and to put forward feasible suggestions on the sustainable repurchase intention of agricultural products through e- commerce by improving Sichuan consumers' attitudes and perceptions on live broadcasting. Four hundred seventy-six completed questionnaires of Mianyang consumers were collected through the online WeChat platform by random sampling between January and February 2023. The results showed brand trust and anchor characteristics impacted repurchase intention on agricultural products. In addition, the supportive dimension of variables based on program quality, interaction quality, quality of outcome, regional association, brand reputation, professionalism, interactivity, and attractiveness would also be considered essential for using live broadcasting platforms to promote agricultural products.

North Bangkok University

Address: BANGKOK

Email: library@northbkk.ac.th

Name: Watt Mong Kwan Jacky

Role: Advisor

Created: 2023

Modified: 2026-02-01

Issued: 2026-02-01

วิทยานิพนธ์/Thesis

application/pdf

eng

Spatial: Mianyang

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Management

Grantor: North Bangkok University

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