Search results

Unhealthy diets are associated with an increased risk of non-communicable diseases and present a significant public health challenge. When developing effective interventions and policies, consideration must be given to the unique social culture in which food choice is embedded. Health vulnerabilities to poor nutrition exist throughout life but may be influenced by socio-cultural factors such as age. This study aimed to assess the attitudes of older or younger Chinese consumers towards healthy eating and explore the factors influencing their food choices.

Semi-structured interviews were conducted in Wuhan, China, with 20 consumers aged 18–25 (Group A) and 20 consumers aged 65 and over (Group B).

Thematic analysis revealed that the two groups had positive attitudes towards healthy eating, although Group A participants were more knowledgeable. Time pressure, food prices and social networks differentially influence healthy eating practices across age groups.

Given China’s economic and cultural context, healthy eating interventions should consider the individual characteristics and food preferences of the different age groups. This approach can optimize targeted healthy eating interventions, and media communications related to healthy eating.

This study adopts the elaboration likelihood model and configuration perspectives to explore the internal mechanisms underlying the influence of live streaming on consumer trust building and purchase intention.

This study invited 757 experienced live streaming e-commerce users from Chinese platforms such as TikTok and RED, who participated in survey by filling questionnaires collected online. The research employed a mixed-method approach using SEM and fsQCA. SEM was utilized to analyze quantitative data to determine the direct and mediated relationships within product trust, while fsQCA served as a complement to identify the combinations of conditions that enhance product trust.

The findings reveal three important insights. Firstly, in the context of live streaming e-commerce, both product characteristics and streamer characteristics significantly influence consumers' trust in products. The para-social interaction plays a partial mediating role in the relationship between streamer characteristics and product trust. Secondly, four distinct paths are identified that contribute to enhancing product trust in live streaming e-commerce. Thirdly, PSI emerging as a core condition across all four paths, underscores the importance for merchants to foster positive social interactions with consumers beyond the live streaming environment.

This study enhances understanding of the dynamic live streaming e-commerce industry, offering insights into consumer behavior and practical guidance for merchants seeking to build engaged, trustworthy customer relationships.