Agricultural Products Live Streaming Factors Driving Consumers’ Repurchase Intention
Authors
Department of Graduate School, Angeles University Foundation (Philippines)
Department of Graduate School, Angeles University Foundation (Philippines)
Article Information
DOI: 10.51244/IJRSI.2026.1307000301
Subject Category: Marketing
Volume/Issue: 13/7 | Page No: 4085-4105
Publication Timeline
Submitted: 2026-08-03
Accepted: 2026-08-08
Published: 2026-08-15
Abstract
This study examines how agricultural products’ live-streaming factors directly influence consumers repurchase intention. Employing a quantitative, descriptive-correlational research design, data will be collected via electronic and paper questionnaires from 432 consumers in Fujian Province who had purchased agricultural products through live streaming. Live-streaming experience factors will be gauged with the Agricultural Live-streaming Factor Scale and repurchase intention with the Consumer Repurchase Intention Scale (Liu & Fan,2025). Analyses using SPSS and Smart PLS (PLS-SEM) test the direct path from live-streaming experience factors to repurchase intention. Findings are expected to extend theoretical understanding of agricultural live-streaming marketing and to offer actionable guidance for broadcasters and agribusiness managers.
Keywords
Agricultural products live streaming; Repurchase intention; Information quality; Product quality
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