电商直播背景下社群互动信息对用户购买意愿的影响

直播带货是解决传统农产品供应链通路不畅的有效方式,是促进农户增收、助推脱贫攻坚的可行途径。为提升农产品直播销售成效,本文深入分析了农产品社群直播互动信息对用户购买意愿的影响机理,结果发现:产品互动信息、价格互动信息、促销互动信息对用户购买意愿均存在显著正向影响:渠道互动信息对用户购买意愿不存在显著正向影响;感知信息质量在产品互动信息、价格互动信息、促销互动信息对用户购买意愿影响中起中介作用。基于实证结论,本文认为通过引导社群成员积极参与互动、提高社群互动信息质量、提升农户社群运营能力等,能够有效增强农户创收增收能力,进一步提升电子商务在脱贫攻坚和乡村振兴中的作用。

E-commerce livestreaming is an effective way to solve the problem of traditional agricultural supply chain,and also a feasible way to promote the increase of farmers'income and help to overcome poverty.In order to improve the effectiveness of the E-commerce livestreaming of agricultural products,this article deeply analyzes the mechanism of the interactive information of agricultural community livestreaming on the users'purchase intention,and finds that product interaction information,price interaction information,and promotional interaction information all have a significant positive effect on the users'purchase intention,and channel interaction information does not have a significant positive impact on users'purchase intentions.Perceived information quality plays an intermediary role in the influence of product interaction information,price interaction information,and promotion interaction information on users'purchase intention.Based on empirical conclusions,this article believes that by guiding community members to actively participate in interactions,improve the quality of community interaction information,and improve the ability of farmers to operate communities,the farmers'ability to generate income and increase income can be effectively enhanced,thus promoting the role of e-commerce in poverty alleviation and rural revitalization.