A Multi-group Analysis of Gender Difference in Consumer Buying Intention of Agricultural Products via Live Streaming

Bing Zhu

Department of Marketing, Assumption University, Bangkok, 10210, Thailand

Ping Xu

Department of Educational Psychology, Guangzhou Sport University, Guangdong, 510500, China

Ke Wang

Department of Educational Psychology, Guangzhou Sport University, Guangdong, 510500, China

DOI: https://doi.org/10.36956/rwae.v4i1.789

Received: 26 December 2022; Received in revised form:11 February 2023; Accepted:15 February 2023; Published: 27 February 2023

Copyright © 2023 Bing Zhu, Ping Xu, Ke Wang. Published by Nan Yang Academy of Sciences Pte. Ltd.

Creative Commons LicenseThis is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.


This study tries to understand the determinants of Chinese consumers' purchase behavior and reveal the role of gender in shaping consumers’ buying decisions for agricultural products from live-streaming platforms. For this purpose, an online survey was carried out to collect data in Southern China. Partial least squares structural equation modeling (PLS-SEM) was employed for path analysis and multi-group analysis. The results confirm the substantial influences of consumer attitude, subjective norms and perceived behavioral control on consumer buying intention. Next, gender difference only exists concerning the effect of perceived behavioral control on consumer intention. However, the gap between male and female consumers on this point is small. Furthermore, as each factor affects consumers' purchase intention differently, corresponding implications are provided.

Keywords: PLS-SEM, Permutation test, Live-streaming commerce, Gender differences, Agriculture marketing


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