International Journal of Social Sciences and Public Administration
The Mechanism of Consumer Premium Payments in Agricultural Live-Streaming under Dual Emotional Appeals: A Perspective on Warmth and Humour
Against the backdrop of China's transition from poverty alleviation to rural revitalisation, agricultural live-streaming commerce has become an indispensable pathway for sustaining hard-won poverty reduction gains and advancing high-quality rural development. This paper adopts the Elaboration Likelihood Model (ELM) as its fundamental research framework, introduces emotional resonance and perceived entertainment value as mediating variables, and constructs a theoretical model examining the impact of different emotio …