Work

Determinants of farmers’ intention to adopt agricultural e-commerce livestreaming: a sequential mixed-methods study in Beijing

Year: 2026

Type: article

Abstract: Agricultural e-commerce livestreaming provides farmers with a new digital means of connecting with consumers, expanding sales channels, and improving market access. However, farmers differ in their willingness to adopt this marketing channel. This study employs a sequential mixed-methods design, integrating grounded theory, structural equation modeling (SEM), and artificial neural networks (ANN) to examine the factors influencing farmers’ willingness to adopt agricultural e-commerce livestreaming in Beijing. First, semi-structured interviews with 26 farmers from suburban Beijing were conducted and analyzed using grounded theory, identifying five antecedent constructs: individual livestreaming readiness, perceived technological feasibility, agricultural product–livestreaming fit, livestreaming ecosystem support, and perceived economic value. Second, based on 300 valid questionnaires, SEM was used to examine the relationships between these constructs and adoption intention. An ANN model was subsequently developed to assess the nonlinear predictive contributions of the factors. The results show that all five constructs are significantly and positively associated with farmers’ livestreaming adoption intention. ANN sensitivity analysis indicates that the constructs rank in relative predictive importance as follows: perceived economic value, agricultural product–livestreaming fit, livestreaming ecosystem support, perceived technological feasibility, and individual livestreaming readiness. This order is consistent with the numerical ranking of the standardized SEM path coefficients. The findings indicate that farmers’ adoption of agricultural e-commerce livestreaming depends not only on whether the technology is easy to use, but also on expected economic returns, the fit between agricultural products and livestreaming-based selling, external organizational and institutional support, and farmers’ own readiness to operate livestreaming businesses. This study extends research on farmers’ participation in digital markets and the adoption of agricultural marketing channels, and provides practical guidance for governments, digital platforms, cooperatives, and other agricultural organizations to reduce adoption barriers, improve market access, and enhance the economic feasibility of livestreaming operations.

Source: Frontiers in Sustainable Food Systems

DOI: 10.3389/fsufs.2026.1944907

Authors: Chanyuan Zuo, Yuan Li, Qin Zhang, Yongsheng Jin

Institutions: Beijing University of Posts and Telecommunications, Beijing Wuzi University

Language: English

Topic: Agricultural Innovations and Practices

Subfield: General Agricultural and Biological Sciences

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $2,353