“电商直播”模式下消费者农产品购买意愿影响因素研究

Research on the Influencing Factors of Consumers'Willingness to Purchase Agricultural Products under the Mode of"E-commerce Live Streaming"

在“电商直播”模式下,消费者购买农产品时其购买意愿受到多重因素影响。通过研究发现,这些因素可以分为促进因素和限制因素。促进因素包含农产品质量、农产品品牌、农产品信息、主播特性、直播场景、促销特性、消费者态度等。这些因素与消费者感知的农产品价值以及购买意愿正相关,因此需要在发展电商直播时大力推动促进型影响因素。限制因素包含农产品价格、电商直播平台介质特性、服务质量特性、消费者个体差异等。这些影响因素得到改善时,将有效降低消费者的风险感知,有利于提升消费者购买意愿。

Under the"e-commerce live streaming"model,consumers'willingness to purchase agricultural products is affected by multiple factors.It is found that these factors can be divided into two categories:promoting factors and limiting factors.The promoting factors include:agricultural product quality,agricultural product brand,agricultural product information,streamer characteristics,live streaming scene,promotion characteristics,and consumer attitudes.These factors are positively related to the perceived value of agricultural products and the purchase intention of consumers.Therefore,it is necessary to vigorously promote the promoting influencing factors in the development of e-commerce live streaming.The limiting factors include agricultural product prices,media characteristics of e-commerce live streaming platforms,service quality characteristics,and individual differences among consumers.When these influencing factors are improved,the risk perception of consumers will be effectively reduced and the purchase intention of consumers will be enhanced.