The Influence of E-Commerce Live-Streaming Platforms on the Purchase Intention of Traditional Food Products among Sichuan Consumers

Abstract

Traditional foods are culinary delights prepared and enjoyed for generations. These dishes have stood the test of time and have become an integral part of the cultural heritage of local communities. They often involve using unique ingredients, cooking methods, and spices specific to the region or country of origin. By preserving endangered and exotic foods, markets can offer consumers the opportunity to experience new and exciting flavors. This attracts adventurous eaters and helps promote the conservation of rare and valuable food sources. Furthermore, traditional foods are often nutrient-rich, providing a healthy and sustainable source of nourishment. Merchants and operators should remember that customers' buying decisions are not solely based on the perceived value of a product or service. They should also be aware that live e-commerce is an emerging technology trend that can provide unique food- purchasing experiences and increase customer engagement. The number of respondents for this study was 392. The results of this study show that purchase intention for traditional food products would be impacted by their emotional, social, and self-satisfaction value.