| dc.description.abstract | The integration of live streaming with agricultural product sales has
emerged as a significant trend, particularly in Vietnam, leveraging social commerce to
reach consumers. This study, guided by the S-O-R framework, investigates the impact
of product-background fit and anchor-background fit in agricultural products live streaming conducted directly from orchards on consumers' purchase intentions.
Through a survey targeting the ages 18-34 in Vietnam, 303 valid questionnaires were
collected, using Smart PLS and SPSS to analyze the data. The findings highlight that
product-background fit strongly affects cognitive response of consumers. However, in
contrast to earlier studies, anchor-background fit doesn't impact perceived value
within the Vietnamese agricultural live-streaming context. These insights provide
actionable guidance for farmers and agricultural businesses seeking to optimize live streaming as a sales strategy, offering valuable implications for the vibrant landscape
of social commerce in Vietnam's agricultural sector. | en_US |
