Factors Influencing Trust in the Quality of Loquat through Live E-commerce: A Case Study from Meishan City

DOI: https://doi.org/10.62517/jnme.202610301

Author(s)

Yiming Wei, Tachakorn Wongkumchai*

Affiliation(s)

Dhonburi Rajabhat University, Bangkok, 10600, Thailand *Corresponding Author.

Abstract

The key factors influencing consumer trust in the quality of Meishan loquat sold through live e-commerce are investigated in this study, based on a case study of 400 valid survey responses collected from consumers with verified purchase records on major live e-commerce platforms (Douyin and Kuaishou). A quantitative research design is adopted, and the effects of origin authenticity, production transparency, logistics controllability, host credibility, and real-time interaction quality on quality trust are examined, with geographical indication (GI) certification intensity employed as a moderating variable. Results obtained from multiple linear regression and correlation analyses show that all five independent variables are significantly and positively associated with consumer quality trust, and real-time interaction quality and host credibility are identified as the strongest predictors. Furthermore, quality trust is found to exert a positive influence on purchase confidence, including repurchase and recommendation intentions. The moderating role of GI certification intensity is confirmed, as it significantly strengthens the relationship between origin authenticity and quality trust. These findings highlight that interactive experience, credible hosts, transparent production, and certified origin signals are crucial for trust building. Practical implications are provided for optimizing live-streaming strategies and governance mechanisms to facilitate the digital transformation of geographical indication agricultural products under China’s rural revitalization strategy.

Keywords

Live E-Commerce; Quality Trust; Geographical Indication Agricultural Products; Meishan Loquat; Host Credibility; Real-Time Interaction; Rural Revitalization

References

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