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Boosting Organic Vegetable Sales Through Live Streaming: Insights from the SOR Model |
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| รหัสดีโอไอ | |
| Creator | Xin Hao |
| Title | Boosting Organic Vegetable Sales Through Live Streaming: Insights from the SOR Model |
| Contributor | ชัยยศ สัมฤทธิ์สกุล, อรุณี ยศบุตร, ศฐา วรุณกูล |
| Publisher | คณะบริหารธุรกิจ มหาวิทยาลัยแม่โจ้ |
| Publication Year | 2568 |
| Journal Title | Maejo Business Review |
| Journal Vol. | 7 |
| Journal No. | 2 |
| Page no. | 23-55 |
| Keyword | Consumer Attitude, Live Stream Interactivity, Perceived Value, Purchase intention, Organic Vegetables |
| URL Website | https://so05.tci-thaijo.org/index.php/MJBA |
| Website title | website Maejo Business Review |
| ISSN | 3056-9117 |
| Abstract | This study investigates how live stream interactivity shapes consumers’ purchase intentions for organic vegetables by integrating the stimulus-organism-response (SOR) model and the technology acceptance model (TAM). It examines both the direct influence of interactivity and the indirect effects mediated by consumer attitude and perceived value. Data were collected through an online survey of 405 consumers in Guangxi, China, who had previously purchased organic vegetables via live streaming platforms. The data were analyzed using structural equation modeling (SEM) via AMOS. The findings reveal that live stream interactivity not only directly boosts purchase intentions but also indirectly strengthens them by enhancing consumers' attitudes and perceived value. This research expands the application of the SOR and TAM models within the context of interactive e-commerce. It also offers practical recommendations for businesses looking to optimize live streaming strategies to drive organic vegetable sales and enhance consumer engagement. |
