ORIGINAL RESEARCH article
Front. Sustain. Food Syst.
Sec. Agricultural and Food Economics
Volume 9 - 2025 | doi: 10.3389/fsufs.2025.1628385
From Attention to Action: How Streamers, Products, and Scenes Shape Customer Value Co-creation in Agricultural Product Livestreaming
Provisionally accepted
- 1Azman Hashim International Business School, Kuala Lumpur, Malaysia
- 2Business school, Shaoguan University, Shaoguan, China
- 3International College, Krirk University, Bangkok, Thailand
- 4College of creative Arts, Universiti Technology MARA, Shah Alam, Malaysia
- 5Faculty of Arts and Media, Wanbo Institute of Science & Technology, An Hui, China
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This study investigates how environmental cues in agricultural livestreaming shape viewers' psychological engagement and drive customer value co-creation behaviors. Drawing on Social Cognitive Theory, a structural model was developed integrating streamer characteristics (credibility, likability, rural identity salience), product attributes (information, quality, cost-value ratio), and scene features (authenticity, traceability). Survey data from 479 Chinese viewers were analyzed using PLS-SEM. Results show that all cues except likability significantly influence psychological engagement, with rural identity salience and traceability transparency having the strongest effects. Psychological engagement was found to significantly predict four cocreation behaviors: information seeking, information sharing, responsible behavior, and personal interaction, with the first two showing the highest effect sizes. These findings extend SCT by confirming that cognitive and affective engagement mediates the translation of livestream cues into participatory customer behavior. Practically, the study provides guidance for agricultural streamers and rural e-commerce platforms to enhance engagement through identity performance, transparent storytelling, and interactive design. The paper offers actionable implications for rural commerce platforms, sustainable branding and policy designers.
Keywords: Agricultural livestreaming, Psychological engagement, social cognitive theory, value co-creation, Rural identity salience, Scene features
Received: 14 May 2025; Accepted: 29 Aug 2025.
Copyright: © 2025 Ning, Omar, Ye, Ouyang and Ren. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Ye Ye, Business school, Shaoguan University, Shaoguan, China
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