消费者选择直播平台购买生鲜农产品意愿及影响因素研究

Research on Consumers'Willingness and Influencing Factors to Buy Fresh Agricultural Products on Live Broadcast Platforms

本文基于365份消费者调查数据,综合运用描述性统计分析、因子分析以及二元Logit模型,定量剖析消费者选择直播平台购买生鲜农产品意愿及影响因素。研究表明,生鲜农产品的品质,价格折扣,直播平台支持,主播意见,主播特征,互动性,信任等变量正向影响消费者购买行为,受教育程度负向作用消费者的购买意愿,而受访者的性别,年龄、职业,月收入水平,观看直播频率,信息质量、物流服务等因素对购买意愿的影响不显著。最后从生鲜农产品本身、直播平台、主播三个方面提出建议以促进生鲜农产品网络直播销售的发展。

Based on the data of 365 consumer surveys,this paper used descriptive statistical analysis,factoranalysis and L.ogit model to quantitatively study consumers’willingness to buy fresh agricultural productson live broadcast platforms and the influencing factors.The study shows that the quality of freshagricultural products,price discount,live platform support,anchors’comments and anchors’featuresointeractivity,trust and other variables have positive influence on shopping willingness,while theconsumers’education level has negative influence on the consumers’purchasing intentions,and theparticipants gender,age,occupation,income level,frequency of watching live broadcast and quality ofinformation,logistics service etc.have no significant influence on purchase intention.Finally,suggestionsare provided from fresh agricultural products themselves,live broadcast platforms and anchors in order topromote the development of online live broadca st sales of fresh agricultural products.