Research on World Agricultural Economy

Consumer Decision-Making in Livestream Agricultural Retail: Evidence from Northern Vietnam

Linh Nguyen‑Thi Thuy

Faculty of Political Economy, VNU University of Economics and Business, Hanoi 11300, Vietnam

Quynh Pham‑Ngoc‑Huong

Faculty of Political Economy, VNU University of Economics and Business, Hanoi 11300, Vietnam

Nga Nguyen‑Thi‑Minh

Faculty of Political Economy, VNU University of Economics and Business, Hanoi 11300, Vietnam

Mai Dong‑Thanh

Faculty of Economics & Management, Vietnam National University of Agriculture, Hanoi 12400, Vietnam

DOI: https://doi.org/10.36956/rwae.v7i2.2486

Received: 17 July 2025 | Revised: 13 October 2025 | Accepted: 21 October 2025 | Published Online: 3 April 2026

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Abstract

This study explores the determinants shaping consumers’ decisions to purchase agricultural products through livestreaming in Vietnam’s northern mountainous provinces-regions constrained by underdeveloped e-commerce infrastructure. The research seeks to uncover key behavioral and contextual drivers influencing online agricultural purchasing behavior. Based on 1323 valid survey responses, the study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) to test seven hypothesized relationships. Results indicate that livestream timing (β = 0.415), viewer interaction (β = 0.226), livestream environment (β = 0.124), and product information (β = 0.122) exert significant positive effects on purchase decisions. In contrast, seller reputation, customer understanding, and interface intuitiveness are found to have no statistically significant impact. This research advances the theoretical understanding of consumer decision-making in the context of agricultural livestream commerce by extending existing frameworks to digital markets in low-connectivity areas. It also provides empirical insights specific to Vietnam’s highland regions, where technological access and digital literacy remain limited. Practically, the findings suggest that optimizing the timing of livestream sessions, enhancing audience interactivity, and ensuring transparency and accuracy in product information can significantly improve consumer engagement and sales performance. Overall, this study contributes both to academic discourse on digital consumer behavior and to the sustainable development of agricultural e-commerce ecosystems in emerging rural economies.

Keywords: Digital Transformation; Livestream; Purchase Decisions; Agricultural Products; Northern Vietnam

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