Boosting Sales for Agricultural Products Through Live Streaming: The Role of Product Distance, Scene Type and Streamer Type

Live streaming has become an important role for the sales for agricultural products. While live streaming of agricultural product has unique characteristics, this paper addresses how three less investigated live streaming designs which are product distance, scene type and streamer type affects sales for agricultural products. Based on dual-process theory, we further classify the impact of these three factors on sales into product path and non-product path. A dataset of live streaming of agricultural products on the TikTok platform is analyzed to test our hypotheses. Results show that all these three factors have significant impact on sales for agricultural product. Further, by comparing the relative impact of product path and non-product path on sales based on dominant analysis, we found that product distance representing product path is more important than non-product path. Both theoretical and practical implications are discussed.