意见领袖助农直播对消费者行为的影响研究

Research on the Impact of Opinion Leaders to Live Supporting Agriculture on Consumer Behavior

“十四五”时期,国家重点推进农业农村现代化与乡村全面振兴。近年来,脱贫攻坚、乡村振兴等政策深入人心,互联网营销与电子商务蓬勃发展,大众愈发关注支持电商扶贫与网络扶贫,“意见领袖+助农直播”成为乡村振兴背景下宣传推广销售农产品的全新方式。本文在查阅相关文献、调研市场动态与实际生活基础上,分析能够影响消费者行为的意见领袖特征层面、推荐信息层面、直播层面与激励机制层面的预测变量,最终选取10个指标作为自变量:社会角色、形象特征、知名度、专业性、推荐信息、直播互动性、直播输出、激励机制、可信度、直播可接受度;消费者购买意愿作为因变量,得到本文的理论模型,依据构建的概念模型与逻辑提出相关研究假设。本文在每项变量下又详尽全面地设计紧密相关的2~5个问项构成量表,采用李克特7级量表,运用问卷调查的方式,在开展小规模访谈与预调研的基础上,大规模发放问卷,并对回收的问卷数据进行描述性统计、信度分析、效度分析、相关性分析、回归分析,对构建的影响因素模型进行验证。同时,本文分析比较各影响因子对购买意愿影响的差异与意见领袖对消费者购买意愿的作用机制,促进乡村振兴背景下意见领袖参与助农直播的发展,并对推广农村电商、拓展农产品销路、农民增收致富提出对策建议,助力国家乡村振兴。

During the“14th Five-Year Plan”period,the government focuses on promoting the modernization of agriculture and rural areas and the comprehensive revitalization of rural areas.In recent years,the policies of poverty eradication and rural revitalization have gained popularity;Internet marketing and e-commerce have fl ourished,and the public has become more and more concerned about supporting e-commerce and network poverty alleviation;“opinion leaders+farming live-broadcasting”has become a new way to promote and sell agricultural products in the context of rural revitalization.Based on the review of related literature,research on market dynamics,and real life,we analyze the predictor variables of opinion leaders’characteristics,recommendation information,live-broadcasting and incentive mechanism,and finally select 10 indicators as independent variables:social role,image characteristics,popularity,professionalism,recommendation information,live interaction,live output,incentive mechanism,trustworthiness,and acceptability of live broadcast.The theoretical model of this paper is obtained by selecting 10 indicators as independent variables:social role,image characteristics,popularity,professionalism,recommendation information,live-streaming interaction,live-streaming output,incentive mechanisms,trustworthiness,and acceptability of live-broadcasting;consumers’willingness to purchase as dependent variables.Under each variable,two to fi ve closely related questionnaires are designed in detail and comprehensively,and the questionnaires are used to conduct small-scale interviews and pre-research,and the recovered questionnaire data are subjected to descriptive statistics,reliability analysis,validity analysis,correlation analysis,and regression analysis to verify the models of influencing factors.Meanwhile,we analyze and compare the diff erences in the infl uence factors on consumers’purchase intention and the mechanisms of the role of opinion leaders on consumers’purchase intention,to improve opinion leaders participating in live-streaming to help farmers in the context of rural revitalization,and propose countermeasures and suggestions for promoting rural e-commerce,expanding the sales of agricultural products and enriching farmers’income to help the country's rural revitalization.