Factors influencing Chinese flower and seedling family farms' intention to use live streaming as a sustainable marketing method: an application of extended theory of planned behavior.

Live streaming (LS) is considered to be a sustainable marketing strategy for regions with special agricultural products affected by the environment because of its potential to reduce sales risk and solve customer trust issues. This paper aims to explore the factors that influence Chinese flower and seedling family farms' adoption intention of LS. An extended planning behavior theory (TPB) including government support and knowledge is used as the theoretical basis for this research. The sample collection adopted stratified random sampling. An effective sample of 356 was obtained through a face-to-face survey of flower and seedling family farms in Shuyang, China. The structural equation modeling (SEM) test results showed that subjective norms and knowledge were key dimensions, followed by government support, then attitude and perceived behavior control. In addition, the explanatory power of the extended TPB model increased by 4%. The results of the interview also found that young operators are more willing to accept LS. This research filled the study gap in the application of LS in agricultural commerce. It is recommended that decision-makers raise family farm operators' awareness of LS sales and provide more LS sales demonstrations to promote the LS adoption of flower and seedling family farms. [ABSTRACT FROM AUTHOR]