Coopetition in social commerce: What influences livestreaming knowledge sharing in agricultural clusters?

Abstract

Given the increasing popularity of livestreaming and agricultural e-commerce, it is important to understand what influences knowledge sharing among competing local farmer-livestreamers. Using ordinal logistic regression and agent-based modeling, we examine several drivers of livestreaming knowledge sharing in an agricultural cluster. Our results show that peer effects and peer interaction can speed up knowledge sharing among local farmer-livestreamers. Furthermore, regional knowledge-sharing activities organized by local governments can meaningfully motivate farmer-livestreamers to share their livestreaming skills and knowledge. To promote knowledge sharing in agricultural clusters, local governments also can use communication platforms and education to change the idea of some farmer-livestreamers that knowledge sharing only benefits their local competitors. Highlighting several drivers for the evolution of livestreaming knowledge sharing, our study provides a theoretical basis for leveraging knowledge sharing to enhance the competitiveness of agricultural clusters in cyberspace.