Researchers found that short-video livestreams can convince shoppers to pay premium prices for specialty foods like Inner Mongolia mutton by making the online experience feel trustworthy and high-value, helping small producers compete without racing to the bottom on price.
1
Based on 402 valid consumer questionnaires, a structural equation model showed livestream scenes influence premium purchase intent through two pathways: value upgrading and trust establishment
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Short-video livestreaming helps overcome 'information asymmetry' (the lemons problem) that normally makes buyers doubt whether specialty agricultural products are really higher quality
3
Multi-group analysis found consumers' psychological responses and willingness to pay premiums differ significantly across demographic groups (age, background, etc.)
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