农产品直播对顾客实用性和享乐性购买行为的影响机制研究

Research on The Mechanism of The Influence of Live Broadcast of Agricultural Products on Customer's Practical and Hedonic Purchase Behavior

总结农产品直播对顾客购买行为的影响特征,包括实时性、互动性、娱乐性和真实性。基于SOR理论,通过问卷调查得到的样本数据,构建结构方程模型,分析农产品直播对顾客实用性购买行为和享乐性购买行为的影响。结果表明,农产品直播中的实时性、互动性、娱乐性和真实性均显著正向影响顾客情感唤起;实时性和真实性显著正向影响顾客感知信任;情感唤起和感知信任均显著正向影响顾客的实用性购买行为和享乐性购买行为。提出农产品直播应当发挥实时优势,增强多方互动,搭配娱乐环节,注重真实体验,从而提升农产品直播营销效果。

This paper summarizes the characteristics of the impact of live broadcast of agricultural products on customers'purchase behavior,including real-time,interactively,entertainment and authenticity.Based on the SOR theory and the sample data from the questionnaire survey,this paper constructs a structural equation model to analyze the impact of agricultural products live broadcast on customers'practical purchasing behavior and hedonic purchasing behavior.The results show that the real-time,interactive,entertaining and authenticity of the live broadcast of agricultural products have a significant positive impact on customers'emotional arousal;the real-time and authenticity have a significant positive impact on customers'perceived trust;the emotional arousal and perceived trust have a significant positive impact on customers'practical purchasing behavior and hedonic purchasing behavior.It is proposed that the live broadcast of agricultural products should give full play to its realtime advantages,enhance multi-party interaction,match entertainment links,and pay attention to real experience,so as to improve the marketing effect of live broadcast of agricultural products.