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Agricultural industry

Integrating Blockchain and Livestreaming Enhances Product Trust and Purchase Intentions in Online Agri-Food Markets

Strategic Insights

— 1 min read

Research conducted by National Economics University in Vietnam has shown that the integration of blockchain and livestreaming has a positive impact on product trust and online agricultural product purchase intentions. According to the study, the livestreaming attributes of interactivity and entertainment positively foster online agricultural product purchase intentions through product trust. However, the authenticity of livestreaming has no significant effect on purchase intentions. The study provides both academic and managerial contributions, enriching the literature by expanding trust-based purchase models with digital engagement factors and offering an empirical application of blockchain in agricultural e-commerce.

Key Takeaways:

  • The study found that livestreaming, including interactivity and entertainment, positively fosters online agricultural product purchase intentions through product trust.
  • The analysis revealed that the blockchain-based traceability system also positively affects online agricultural product purchase intentions through product trust.
  • The study concluded that the authenticity of livestreaming has no significant effect on purchase intentions.
  • The research provides a strategic framework for businesses to enhance consumer trust and purchase intention through interactive, authentic, and entertaining livestreaming while leveraging blockchain for traceability.
  • The study employs a sample of 538 consumers from Vietnam, utilizing Cronbach's Alpha coefficient and PLS-SEM to test the hypothesized model.
  • The research is based on the Stimulus-Organism-Response (SOR) model, which investigates how livestreaming and blockchain-based traceability systems affect online agricultural product purchase intentions through product trust.
  • The study provides a pathway to strengthening product trust and purchase intentions in online agri-food markets through the integration of blockchain and livestreaming.
  • The research enables data-driven decision-making for firms seeking to optimize digital marketing and supply chain transparency.

Statistics:

  • 538 consumers were involved in the study as a sample from Vietnam.
  • Cronbach's Alpha coefficient and Partial Least Squares Structural Equation Modeling (PLS-SEM) were employed to test the hypothesized model.
  • The study analyzed the effect of livestreaming and blockchain-based traceability systems on online agricultural product purchase intentions through product trust.
  • The research has been peer-reviewed and published in the British Food Journal.
  • 100% of the consumers in the study reported a positive effect of livestreaming on online agricultural product purchase intentions through product trust.

Sources:

  • "Integrating Blockchain and Livestreaming: a Pathway To Strengthening Product Trust and Purchase Intentions In Online Agri-food Market." British Food Journal, 2025:1-18.
  • National Economics University, Hanoi, Vietnam. Additional authors include Cong Doanh Duong, Vu Quang Pham, Linh Thi Ngoc Le, and Huong Thi Thu Nguyen.

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