An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms

During the COVID-19 pandemic, digital technology has been used in all aspects of the agricultural field. How to seize the opportunity to achieve the production-marketing connection is increasingly becoming a top concern for green agri-food enterprises. Based on the theory of a task–technology fit, t...

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Autores principales:	Mengmeng Wang, Xue Fan
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	task–technology fit theory green agri-food firm livestreaming e-commerce adoption firm performance corporate social responsibility Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/bcc6792c4e3545f2b74829c79204ad17
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id	oai:doaj.org-article:bcc6792c4e3545f2b74829c79204ad17
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spelling	oai:doaj.org-article:bcc6792c4e3545f2b74829c79204ad172021-11-25T19:02:43ZAn Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms10.3390/su1322126272071-1050https://doaj.org/article/bcc6792c4e3545f2b74829c79204ad172021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12627https://doaj.org/toc/2071-1050During the COVID-19 pandemic, digital technology has been used in all aspects of the agricultural field. How to seize the opportunity to achieve the production-marketing connection is increasingly becoming a top concern for green agri-food enterprises. Based on the theory of a task–technology fit, this study analyzes the fitness between livestreaming e-commerce and green agri-food. More specifically, the task characteristics cover the seasonality, locality, and eco-friendliness of green agri-food, and the technology characteristics cover the responsiveness, interactivity, and entertainment of livestreaming e-commerce. Using data of a sample of 574 green agri-food entrepreneurial firms collected through a web-based questionnaire, we preform structural equation modeling (SEM) analysis and find that the locality and eco-friendliness of green agri-food, the responsiveness, interactivity, and entertainment of livestreaming e-commerce have a positive effect on the fit of green agri-food livestreaming e-commerce. Moreover, the fit of green agri-food livestreaming has a positive effect on firm performance and the intention to adopt livestreaming e-commerce. This study also demonstrates that perceived corporate social responsibility has a moderating effect on the relationship between the fit of livestreaming of green agri-food and the intention to adopt livestreaming e-commerce. This study extends prior research on the task–technology fit into livestreaming e-commerce companies and provides insights into our understanding of successful adoption of livestreaming e-commerce.Mengmeng WangXue FanMDPI AGarticletask–technology fit theorygreen agri-food firmlivestreaming e-commerceadoptionfirm performancecorporate social responsibilityEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12627, p 12627 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	task–technology fit theory green agri-food firm livestreaming e-commerce adoption firm performance corporate social responsibility Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	task–technology fit theory green agri-food firm livestreaming e-commerce adoption firm performance corporate social responsibility Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Mengmeng Wang Xue Fan An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms
description	During the COVID-19 pandemic, digital technology has been used in all aspects of the agricultural field. How to seize the opportunity to achieve the production-marketing connection is increasingly becoming a top concern for green agri-food enterprises. Based on the theory of a task–technology fit, this study analyzes the fitness between livestreaming e-commerce and green agri-food. More specifically, the task characteristics cover the seasonality, locality, and eco-friendliness of green agri-food, and the technology characteristics cover the responsiveness, interactivity, and entertainment of livestreaming e-commerce. Using data of a sample of 574 green agri-food entrepreneurial firms collected through a web-based questionnaire, we preform structural equation modeling (SEM) analysis and find that the locality and eco-friendliness of green agri-food, the responsiveness, interactivity, and entertainment of livestreaming e-commerce have a positive effect on the fit of green agri-food livestreaming e-commerce. Moreover, the fit of green agri-food livestreaming has a positive effect on firm performance and the intention to adopt livestreaming e-commerce. This study also demonstrates that perceived corporate social responsibility has a moderating effect on the relationship between the fit of livestreaming of green agri-food and the intention to adopt livestreaming e-commerce. This study extends prior research on the task–technology fit into livestreaming e-commerce companies and provides insights into our understanding of successful adoption of livestreaming e-commerce.
format	article
author	Mengmeng Wang Xue Fan
author_facet	Mengmeng Wang Xue Fan
author_sort	Mengmeng Wang
title	An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms
title_short	An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms
title_full	An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms
title_fullStr	An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms
title_full_unstemmed	An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms
title_sort	empirical study on how livestreaming can contribute to the sustainability of green agri-food entrepreneurial firms
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/bcc6792c4e3545f2b74829c79204ad17
work_keys_str_mv	AT mengmengwang anempiricalstudyonhowlivestreamingcancontributetothesustainabilityofgreenagrifoodentrepreneurialfirms AT xuefan anempiricalstudyonhowlivestreamingcancontributetothesustainabilityofgreenagrifoodentrepreneurialfirms AT mengmengwang empiricalstudyonhowlivestreamingcancontributetothesustainabilityofgreenagrifoodentrepreneurialfirms AT xuefan empiricalstudyonhowlivestreamingcancontributetothesustainabilityofgreenagrifoodentrepreneurialfirms
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An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms

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