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• W4311150402 startingPage "645" @default.
• W4311150402 abstract "This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyzed using SPSS 26.0 and AMOS 28.0. The key results were as follows. First, regarding the characteristics of the influencer of public officials, reliability, attractiveness, and expertise had a positive effect on the brand image of local agricultural products. Second, among the characteristics of internet live broadcasting, interaction and information had a positive effect on the brand image of local agricultural products, but entertainment did not. Third, the brand image of local agricultural products had a positive effect on purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the reliability, attractiveness, and expertise characteristics of the influencer of public officials and purchase intention and word-of-mouth intention. Finally, the mediating effect of local agricultural brand image was evident in the interaction and information characteristics of internet live broadcasting and purchase intention and word-of-mouth intention." @default.
• W4311150402 created "2022-12-23" @default.
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• W4311150402 date "2022-11-30" @default.
• W4311150402 modified "2023-10-05" @default.
• W4311150402 title "The Effect of the Characteristics of the Influencer of Public Officials and Internet Live Broadcasting in China on Local Agricultural Products’ Brand Image, Purchase Intention, and Word-of-Mouth Intention" @default.
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• W4311150402 doi "https://doi.org/10.6115/fer.2022.043" @default.
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