电商直播模式下农产品组织购买意愿研究

Research on Purchasing Intention of Agricultural Products Organizations under Live E-commerce Mode

农产品电商直播的观众除了普通消费者外还包括农产品组织,即“农产品+直播”的流通模式。目前的研究大多围绕消费者进行,鲜有文献分析电商直播对组织购买行为的影响。基于刻板印象内容模型,采用网络民族志方法,选取农产品电商直播案例进行分析,构建结构模型;通过问卷调查,利用结构方程模型实证电商直播对农产品组织购买意愿的影响路径,探讨电商直播在农产品流通中应用的相关问题。结果表明:a.农产品组织相较于普通消费者,会更主动的将直播信息与市场信息进行交互,其购买意愿的形成更依赖于机遇发现;b.农产品组织对直播信息的评价主要包括感知能力、感知温暖、经营特征、地区差异和宣传五个维度,其中感知温暖、经营特征对机遇发现具有正向影响,地区差异对机遇发现具有负向影响;c.经营特征对购买意愿有直接负向影响,机遇发现在感知温暖、经营特征、地区差异对购买意愿的影响之间起部分中介作用。

In addition to ordinary consumers,the audience of e-commerce live broadcast of agricultural products also includes agricultural product circulation enterprises.Most of the current studies focus on consumers,and there is little literature to analyze the impact of e-commerce live broadcasting on the purchase intention of enterprises and other business organizations.Taking this as the starting point,based on Stereotype Content Model.At first the paper uses the network ethnography method to select the case of e-commerce live broadcasting of agricultural products for analysis,then introduces opportunity discovery as an intermediary variable to build a structural model,finally carries out a questionnaire survey to demonstrate the impact path of e-commerce live broadcasting of agricultural products on the purchase intention of enterprises by using structural equation.The results show that,a.Compared with ordinary consumers,agricultural product circulation enterprises will more actively interact live broadcast information with market information,and the formation of their purchase intention depends more on the discovery of opportunities;b.The evaluation of live broadcast information by agricultural product circulation enterprises mainly includes five dimensions:perceived ability,perceived warmth,business characteristics,regional differences and publicity.Among them,perceived warmth and business characteristics have a positive impact on opportunity discovery,and regional differences have a negative impact on opportunity discovery;c.Business characteristics have a direct negative impact on purchase intention.Opportunity discovery plays a partial intermediary role between perceived warmth,business characteristics and regional differences.