The antecedents of customer satisfaction in the live-streaming commerce of green agricultural products.

Live-streaming technology has been widely adopted to promote the sale of green agricultural products. Based on the literature regarding electronic commerce and customer satisfaction, this article integrates expectation-disconfirmation theory and the SERVQUAL model to investigate the antecedents of customer satisfaction and the routes along which the former drives the latter in the live-streaming commerce of green agricultural products. Our results demonstrate that most consumers are satisfied with the live-streaming commerce of green agricultural products, with an overall satisfaction degree of medium to high. In addition, a total of four antecedents are identified, namely commodity, live-streaming platforms, live-streaming contents and supporting services. Among the variables relevant to commodity, "commodity brand building" has the highest weight. Meanwhile, the corresponding variables for live-streaming platforms, live-streaming contents and supporting services are "interface design", "live-streaming atmosphere" and "privacy protection", respectively. Furthermore, live-streaming platforms are found to have the strongest direct influence on customer satisfaction, while commodity is found to have the strongest indirect and total influence on customer satisfaction. The theoretical and managerial implications are discussed at the conclusion of this article.

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Copyright: © 2024 Wang et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Déclaration de conflit d'intérêts

The authors have declared that no competing interests exist.