文献类型：期刊文献

英文题名：Unveiling green perception effect: How live streaming scenes and green information influence purchase intention of prepared dishes

作者：Hao, Shuo[1,2];Li, Pei[3];Zhang, Nannan[1,4];Du, Yang[1];Liang, Rui[5];Liu, Ziyang[1]

第一作者：Hao, Shuo

通讯作者：Hao, S[1];Hao, S[2]

机构：[1]Kyonggi Univ, Dept Global Business, Suwon, South Korea;[2]North China Inst Aerosp Engn, Sch Econ & Management, Langfang, Peoples R China;[3]Shanghai Univ Engn Sci, Sch Text & Fash, Dept Fash Design & Engn, Shanghai, Peoples R China;[4]Tianjin Univ Finance & Econ, Dept Data Engn, Pearl River Coll, Tianjin, Peoples R China;[5]Beijing Union Univ, Business Coll, Beijing, Peoples R China

第一机构：Kyonggi Univ, Dept Global Business, Suwon, South Korea

通讯机构：[1]corresponding author), Kyonggi Univ, Dept Global Business, Suwon, South Korea;[2]corresponding author), North China Inst Aerosp Engn, Sch Econ & Management, Langfang, Peoples R China.

年份：2025

外文期刊名：AGRICULTURAL ECONOMICS-ZEMEDELSKA EKONOMIKA

收录：;WOS:【SSCI(收录号:WOS:001600276600001)，SCI-EXPANDED(收录号:WOS:001600276600001)】；

基金：Supported by the Hebei Education Department, Hebei Province of China (Project No. 2023cxcy181) .

语种：英文

外文关键词：live streaming scenes experience; green attribute information; perceived green value; perceived green trust; purchase intention

摘要：To promote the sustainable consumption of prepared dishes, this study examines how green attribute information (GAI) and live streaming scenes experience (LSSE) influence consumers' green perceptions (GP)-including perceived green value (PGV) and perceived green trust (PGT)-and subsequently affect their purchase intention (PI). A green perception model was developed and tested using a mixed-method approach. Word cloud analysis was conducted on consumer comments collected from e-commerce platforms to extract key descriptors and concerns, which informed the design of a structured questionnaire. A total of 291 valid responses were analysed using partial least squares structural equation modelling (PLS-SEM). Results show that: (i) GAI does not directly impact PI, indicating that GP is a necessary mediator; (ii) GAI significantly influences PGV, but not PGT; (iii) GP fully mediates the GAI-PI relationship, although PGV has a negligible direct effect on PGT; (iv) LSSE significantly enhances both GP and PI; (v) GP partially mediates the LSSE-PI relationship. These findings highlight the dual role of LSSE in facilitating information adoption and emotional engagement, and suggest that enhancing LSSE design and enriching GAI are effective strategies to increase consumers' green perception and purchase intention towards prepared dishes.