How to Bring Agricultural Products “Alive”: The Interaction Effect of Live Content and Agricultural Product Types

ABSTRACT This study aims to explore the interaction effect between agricultural product types (GI vs. non‐GI) and the types of live content on consumers' purchase behaviors. Study 1 employs a mixed‐effects model to analyze the data of the live streaming platforms. In Study 2, the experimental design and survey methods are used to collect data. Study 1 indicates that emotional (vs. informational) live content positively influences consumers' purchase intention for GI (vs. non ‐GI) agricultural products. In Study 2, the mediating role of brand awareness and product awareness is further investigated, and the results show that when purchasing GI (vs. non‐GI) agricultural products, the adoption of emotional (vs. informational) live content is more likely to induce consumers' brand (vs. product) awareness and thus increase purchase behaviors. This research highlights the importance for enterprises to differentiate and effectively utilize different live content under live marketing strategies for GI agricultural products.