消费者对电商直播农产品购买意愿的影响因素研究——基于技术接受模型的分析

Study on Influencing Factors of Consumers’Purchase Intention of E-commerce Live Broadcast Agricultural Products——Analysis Based on Technology Acceptance Model

在互联网快速发展的背景下,基于技术接受模型,结合农产品网络直播营销的特性构建农产品网络直播购买意愿影响因素分析模型。在此基础上,运用实地随机抽样240份问卷为样本数据,以产品质量、产品展示、产品期望、产品偏好和购买意愿为潜变量构建结构方程模型。结果表明,产品质量、产品期望和产品偏好显著影响消费者购买意愿,呈正向相关关系,路径系数分别为0.292、0.308和0.607。因此,政府要注意产品质量安全把控,增加消费者对网络直播购买的信任度,经营者多采用折扣促销、线上团购等形式,提高消费者购买意愿。

Under the background of the rapid development of the Internet,based on the technology acceptance model and combined with the characteristics of webcast marketing of agricultural products,this paper constructs the influencing factor analysis model of webcast purchase intention of agricultural products.On this basis,using 240 questionnaires randomly sampled from the field as sample data,this paper constructs a structural equation model with product quality,product display,product expectation,product preference and purchase intention as latent variables.The results show that product quality,product expectation and product preference significantly affect consumers’purchase intention,showing a positive correlation,and the path coefficients are 0.292,0.308 and 0.607 respectively.Therefore,the government should pay attention to the control of product quality and safety,increase consumers’trust in webcast purchase,and operators mostly adopt discount promotion,online group purchase and other forms,so as to improve consumers’purchase intention.