直播电商模式下水果产品消费者重购意愿研究

Research on Consumers'Repurchase Intention of Fruit Products Under Live E-commerce Mode

直播购物作为一种新业态快速崛起,逐步成为粉丝经济的重要形式之一。在网络直播的推动下,实现了手机变农具、直播变农活、果品变网货、果农变网红的巨大转变,一个新的农产品时代正式到来。因此,为研究“直播+电商”模式下消费者对水果产品的重购意愿,选取网红特质、平台设计及产品质量作为外生变量,消费者信任作为中间变量,建立相关模型,通过SmartPLS软件进行数据分析。实证结果表明:网红特质、平台设计、产品质量能够显著影响重购意愿和消费者信任,网红特质和产品质量能够通过消费者信任间接正向影响重购意愿。基于实证结果,提出要不断强化主播网红特质、持续优化水果产品质量及优化直播平台操作设计三点建议,一定程度上拓展了直播消费领域,丰富了消费者信任相关研究,对企业管理具有一定参考价值。

As a new form of business,live shopping has gradually become one of the important forms of fan economy.Driven by the network broadcast,the mobile phone has changed agricultural tools,live broadcast has changed agricultural activities,fruit has changed online goods,and fruit farmers have changed online celebrities.A new era of agricultural products has officially arrived.Therefore,in order to study the consumers'repurchase intention of fruit products under the mode of"live broadcast+e-commerce,"this study selected the characteristics of online celebrities,platform design and product quality as exogenous variables,and consumer trust as intermediate variables.The relevant models were established and analyzed by SmartPLS software.The empirical results show that online celebrities characteristics,platform design and product quality can significantly affect repurchase intention and consumer trust,and online celebrities characteristics and product quality can indirectly and positively affect repurchase intention through consumer trust.Based on the empirical results,three suggestions are put forward to continuously strengthen the characteristics of the Internet celebrity,continuously optimize the quality of fruit products and optimize the operation design of the live broadcast platform.To some extent,it expands the field of live consumption,enriches the research on consumer trust,and has certain reference value for enterprise management.