A study on the influence of the facial expressions of models on consumer purchase intention in advertisements for poverty alleviation products

The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Harvest agricultural products are perishable. If they cannot be sold, there will be serious grain loss and food waste. It is an important issue related to human sustainable development and urgent to address. As the most popular way of shopping, live shopping has achieved remarkable achievements, while the existing research is relatively silent on how to promote the sales of agricultural products in the context of live streams. Based on S-O-R theory and dual-system theory, three studies investigated the intrinsic mechanism of consumers' impulse purchase intention (IPI) in live streams. The results show that scarcity promotion (SP) and cause-related events (CRE) are positively correlated with consumers' IPI through arousal and moral elevation. Interestingly, when SP and CRE are presented at the same time, the impact of CRE on IPI is no longer significant. Overall, the proposed model could be used to predict consumers' willingness and provide the choice of marketing strategy to promote the sale of agricultural products, which has significant theoretical and practical value.

When helping is risky: The influence of ethical attributes on consumers’ willingness to buy farmer-assisting agricultural products online

Chinese e-commerce platforms have long helped to sell agricultural products through farmer-assisting marketing activities, effectively alleviating the problem of stagnant agricultural products in some areas, and have become a valuable cause-related marketing strategy. The ethical attributes of farmer-assisting agricultural products have unique value compared with other agricultural products. However, the existing research rarely pays attention to the influence of the ethical attributes of farmer-assisting agricultural products on consumers’ willingness to buy farmer-assisting agricultural products online. Based on collective efficacy theory and risk perception theory, this study systematically explores the influence mechanism of ethical attributes (symbolic ethical attribute and functional ethical attribute) on consumers’ willingness to buy farmer-assisting agricultural products online through three situational experiments. The results show that compared with functional ethical attributes, symbolic ethical attributes have a more positive impact on consumers’ willingness to buy farmer-assisting agricultural products online. In addition, it further reveals two mediating pathways of ethical effects (collective efficacy and risk perception) and boundaries (emergency of farmer-assisting events). This study helps to understand the ethical attributes of farmer-assisting agricultural products, and provides some practical suggestions for e-commerce enterprises implementing farmer-assisting marketing communication activities or marketers developing and promoting farmer-assisting agricultural products.

The Impact of Consumers' Loneliness and Boredom on Purchase Intention in Live Commerce During COVID-19: Telepresence as a Mediator

This paper examines the relationship between consumer loneliness, boredom, telepresence, influencer-brand image congruence and purchase intention by investigating consumers of live commerce during the COVID-19 period. With the help of an online survey website, survey data was gathered on 550 Chinese customers who experienced live commerce shopping in China. Although previous studies have shown that consumer boredom and loneliness have an impact on purchase intention, the mechanism of influence remains unclear. As a result, additional research is needed to study the link between boredom and loneliness and customer purchase intention. Consumers' purchase intention was influenced by their feelings of loneliness and boredom. Telepresence played a mediating role in the impact of loneliness and boredom on purchase intention. Influencer-brand image congruence played a moderating role in the impact of consumers' boredom on purchase intention. The study results contribute to the research of factors impacting consumers' purchase intention. In addition, this study can help live commerce merchants better understand the impact factors of consumers' purchase intention and contribute to the development of live commerce.