SOR模型下农产品直播营销对消费者购买意愿影响研究

Research on the Influence of Live-streaming of Agricultural Products on Consumers'Purchase Intention under SOR Model

直播带货是撬动农产品销售潜力的有效方式,是突破区域市场和促进农民增收的可行路径。为进一步提升农产品直播营销效果,本研究依据SOR理论,通过构建结构方程模型深入分析了农产品直播特征对消费者购买意愿的影响。结果表明:农产品直播的可视化、互动性、经济性、临场感对消费者购买意愿均产生正向影响,其中可视化和临场感影响更为显著;感知信任和感知有用性在农产品直播特征对消费者购买意愿影响中起到中介作用。基于此,本研究从增加实景体验,优化直播内容;拓展食用方法,丰富应用场景;提升产品品质,打造品牌效应等方面提出了对策建议。

Live-streaming,an effective way to leverage the potential sales of agricultural products,is a feasible way to break through regional market and increase farmers'income.In order to further improve the effect of live-streaming marketing of agricultural products,this essay employed a structural equation model to deeply analyze the influence of live-streaming characteristics of agricultural products on consumers'purchase intention based on the SOR theory.The results showed that the visualization,interactivity,economy and presence of live-streaming in agricultural products all had a positive impact on consumers'purchase intention,among which the effects of visualization and presence were more significant.Perceived trust and perceived usefulness played a mediating role in the influence of live-streaming features of agricultural products on consumers'purchase intention.Based on the results,the following suggestions were launched around increasing live experience and optimizing live broadcast content;expanding edible methods and enriching application scenarios;improving products quality and building brand effects.