生鲜农产品电商直播影响消费者购买意愿因素及对策分析

Analysis on factors and countermeasures of fresh agricultural products through e-commerce live broadcast affecting consumers'purchase willingness

随着互联网的发展和5G技术的应用推广,在全国掀起了网络直播的浪潮。作为营销中介的网络直播,其价值越来越被重视,各产业均尝试利用直播进行销售。其中,生鲜农产品电商直播得到了资本巨头的青睐,得到淘宝、京东、拼多多、抖音等多个平台的大力支持。文章基于已有研究和深度访谈,分析总结出生鲜农产品电商直播影响消费者购买意愿因素主要包含生鲜农产品的质量和服务、直播氛围和平台声誉3个方面,并对生鲜农产品电商直播发展提出建议和对策,以期推动生鲜农产品电商直播的发展进步。

The wave of webcast has been set off across the country with the development of the Internet and the application and promotion of 5G technology.As a marketing intermediary,the value of webcast is getting more and more attention,and all industries are trying to use live broadcast for sales.Among them,fresh agricultural products e-commerce live broadcast has been favored by capital giants and strongly supported by multiple platforms such as Taobao,Jingdong,Pinduoduo and Douyin and so on.Based on the existing research and in-depth interview,this paper analyzed and summarized three influential factors that affect consumers'purchase intention of fresh agricultural products e-commerce live streaming mainly included quality and service of fresh agricultural products,live streaming atmosphere and platform reputation,and puts forward suggestions and countermeasures,in order to promote the development and progress of fresh agricultural products e-commerce live streaming.