农民主播特征对直播电商中消费者购买意愿的影响机制研究

A Study on the Influence Mechanism of Farmer Livestreamers’Characteristics on Consumer Purchase Intention in Livestreaming E-Commerce

随着电商直播的兴起,很多农民开始尝试担任主播来推广当地农产品,并且取得了一定的成效。然而,农民做主播对消费者购买意愿的影响机理尚不明确。基于SOR理论,构建结构方程模型对此进行分析,结果表明:农民主播特征可以概括为朴实感、专业性和互动性,三者均正向影响感知信任,感知信任正向影响消费者购买意愿;卷入度在农民主播特征对感知信任的影响路径中具有一定的调节作用。农民主播进行农产品直播带货时,应当注重强化自身特征,培育消费者的持续信任感,提高消费者的受众卷入度。

With the rise of e-commerce livestreaming,some farmers have tried to serve as livestreamers to promote local agricultural products,and have made some achievements.However,the mechanism of how farmers act as livestreamers on consumer purchase intentions is still unclear.Based on the SOR theory,a structural equation model was constructed.The results show that farmer livestreamers’characteristics can be summarized as simplicity,professionalism and interactivity,and all positively affect perceived trust.The perceived trust positively affects consumers’purchase intention.In addition,involvement plays a certain moderating role in the influence path of farmer livestreamers’characteristics on perceived trust.In live streaming of agricultural products,farmer livestreamers should pay more attention to strengthening their own characteristics,cultivate continuous sense of trust among consumers,and increase the involvement of consumers.