文化视域下助农直播中消费者购买意愿研究——基于扎根理论的探索

Research on Consumers’ Purchase Intention in Live Broadcasting of Assisting Farmers from Perspective of Culture

助农直播在推进数字经济发展方面发挥着重大作用。如何将文化与助农直播模式结合,满足消费者的精神需求,刺激文化消费是一个企业值得关注的问题。从传统文化的角度运用扎根理论构建助农直播中消费者购买意愿影响因素及作用路径模型。研究表明:人物形象、外部场景、文化认同、地域文化、文化叙事、社会主义核心价值观这6个主范畴对助农直播中消费者购买意愿存在显著影响,同时它们对消费者购买意愿的影响路径有所差异。据此,提出加强场景优化、增加叙事符号、重视本土特色文化与产品的融合创新、坚持正向价值引领等对策建议。

Live broadcasting of assisting farmers plays an important role in promoting the development of digital economy. How to combine culture with live broadcasting mode of assisting farmers to meet the spiritual needs of consumers and stimulate cultural consumption is a problem worthy of attention for enterprises. From the perspective of traditional culture, the grounded theory is used to construct the influencing factors and action path model of consumers’ purchase intention in the live broadcasting of assisting farmers. The research shows that the six main categories, including character image, external scenes, cultural identity, regional culture, cultural narrative, and socialist core values, have a significant impact on the purchase intention of consumers in the live broadcasting of assisting farmers, at the same time, their influence path on consumer purchase intention is different. On this basis, this paper puts forward some countermeasures and suggestions such as strengthening scene optimization, increasing narrative symbols, paying attention to the integration and innovation of local characteristic culture and products, and adhering to positive value guidance.