Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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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

공무원 인플루언서의 특성, 라이브커머스의 방송 특성이 지역 농산물의 브랜드 이미지와 구매의도, 구전의도에 미치는 영향: 중국의 인터넷 라이브커머스 방송을 중심으로

  • JiaShuang, Ma (Department of Consumer Science, Inha University) ;
  • Eun Hee, Lee (Department of Consumer Science, Inha University)
  • 마가상 (인하대학교 대학원 소비자학 전공) ;
  • 이은희 (인하대학교 소비자학과)
  • Received : 2022.10.19
  • Accepted : 2022.11.30
  • Published : 2022.11.30
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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.

Keywords

Acknowledgement

This work was supported by Inha University.

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