Li, Jie; Tao, Zui; Aisihaer, Nadilai - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 10, pp. 2577-2592
Purpose This study investigates whether the visualization of agricultural products influences consumers’ purchase intentions in the context of farmer-assisted livestreaming in China. Moreover, it explores the moderating effect of packaging functionality and the mediating effect of consumer...