Integrating blockchain and livestreaming: a pathway to strengthening product trust and purchase intentions in online agri-food market

Purpose This research examines the role of livestreaming and the blockchain-based food traceability system on the intention to purchase agricultural products online through building product trust. By applying the Stimulus-Organism-Response (SOR) model, this study investigates how livestreaming and blockchain-based traceability systems affect online agricultural product purchase intentions through product trust. Design/methodology/approach This study employs a sample of 538 consumers from Vietnam, utilizing Cronbach's Alpha coefficient and PLS-SEM to test the hypothesized model. Findings The analysis reveals that along with the blockchain-based traceability system, livestreaming, including interactivity and entertainment, positively fosters the online agricultural product purchase intentions through product trust. However, the authenticity of livestreaming has no significant effect on purchase intentions. Originality/value This study provides both academic and managerial contributions by integrating livestreaming attributes and blockchain-based traceability systems into the SOR framework to assess their impact on product trust and online agricultural product purchase intentions. Academically, it enriches the literature by expanding trust-based purchase models with digital engagement factors and offering an empirical application of blockchain in agricultural e-commerce. Managerially, it equips businesses with a strategic framework to enhance consumer trust and purchase intention through interactive, authentic and entertaining livestreaming while leveraging blockchain for traceability. This research enables data-driven decision-making for firms seeking to optimize digital marketing and supply chain transparency.