互动性
业务
营销
持续性
结构方程建模
农业
地理
生态学
数学
计算机科学
多媒体
生物
统计
考古
出处
期刊:Sustainability
[MDPI AG]
日期:2021-11-15
卷期号:13 (22): 12627-12627
被引量:11
摘要
During the COVID-19 pandemic, digital technology has been used in all aspects of the agricultural field. How to seize the opportunity to achieve the production-marketing connection is increasingly becoming a top concern for green agri-food enterprises. Based on the theory of a task–technology fit, this study analyzes the fitness between livestreaming e-commerce and green agri-food. More specifically, the task characteristics cover the seasonality, locality, and eco-friendliness of green agri-food, and the technology characteristics cover the responsiveness, interactivity, and entertainment of livestreaming e-commerce. Using data of a sample of 574 green agri-food entrepreneurial firms collected through a web-based questionnaire, we preform structural equation modeling (SEM) analysis and find that the locality and eco-friendliness of green agri-food, the responsiveness, interactivity, and entertainment of livestreaming e-commerce have a positive effect on the fit of green agri-food livestreaming e-commerce. Moreover, the fit of green agri-food livestreaming has a positive effect on firm performance and the intention to adopt livestreaming e-commerce. This study also demonstrates that perceived corporate social responsibility has a moderating effect on the relationship between the fit of livestreaming of green agri-food and the intention to adopt livestreaming e-commerce. This study extends prior research on the task–technology fit into livestreaming e-commerce companies and provides insights into our understanding of successful adoption of livestreaming e-commerce.
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