From Field to Screen: How Live-Streaming Backgrounds and Product Processing Levels Shape Purchase Intentions for Agricultural Products

This research investigates the interactive influence of live-streaming background design and food processing levels on consumer behavior. Our findings reveal that for minimally processed agricultural products, an origin-based background (e.g., broadcasting directly from a farm) significantly enhances purchase intention compared to a standard studio background. We demonstrate that this effect is driven by a heightened perception of freshness. Conversely, for highly processed agricultural goods, the influence of background type is attenuated. Furthermore, we identify rural sentiment as a critical boundary condition, revealing that the positive effect of origin-based backgrounds is amplified among consumers with stronger emotional ties to rural life. These results offer nuanced insights into how digital broadcasting environments can be strategically aligned with product characteristics to optimize marketing outcomes.