Electronic service quality and Chinese consumers’ perceived risk, purchase intention, and confidence in live-streaming of fresh agricultural products

We delved into the dynamics of China’s burgeoning live streaming landscape, focusing on electronic service quality within the domain of fresh agricultural products and its implications in regard to consumers’ perceived risk, subsequently shaping their purchase intention. We also examined the moderating effect of consumer confidence on the link between perception of risk and purchase intention. Survey results (N = 407) revealed a significant negative correlation between electronic service quality and consumers’ perceived risk, which further reduced purchase intention. However, the moderating influence of consumer confidence was nonsignificant. Underscoring pivotal determinants in consumer decision making pertaining to live streaming of fresh agricultural products, our findings highlight the importance of enhancing electronic service quality standards and deploying effective risk mitigation measures to ensure the sector’s enduring viability. We call for further investigations to embrace a holistic approach, enriching collective comprehension of this industry’s landscape.