农产品电商直播属性对消费者购买意愿的影响因素研究

Research on the Factors Infl uencing Consumers’Purchase Intentions by the Agricultural Live-streaming E-commerce

近年来,电商直播已成为农产品销售的重要渠道,然而农产品电商直播存在直播营销规范性较弱、产品质量参差不齐、营销模式同质化突出、直播营销人才匮乏等问题,在打击了消费者线上购买农产品热情的同时,也制约了行业的有序发展。因此,本文从农产品电商直播的差异化特征出发,探讨农产品直播属性与消费者购买意愿之间的内部作用机理尤为重要。本文以刺激-机体-反应(S-O-R)模型为基础,结合理性和非理性两类中介,构建了消费者购买意愿影响因素模型。研究结果表明,主播专业性和时间压力对消费者积极情绪的影响最大;主播知名度对消费者感知风险的影响最大,其次是价格促销。此外,相较积极情绪这一非理性中介,感知风险这一理性中介对消费者购买意愿的影响程度明显更大。

In recent years,e-commerce live-streaming has become an important channel for the sale of agricultural products,but there are problems such as weak standardization of live-streaming marketing,uneven product quality,prominent homogenization of marketing models and lack of talents in live-streaming marketing,which have dampened consumers’enthusiasm for buying agricultural products online and also restricted the orderly development of the industry.Therefore,in this paper,it is particularly important to explore the internal mechanism of action between the attributes of agricultural products live-streaming and consumers’purchase intentions from the differentiated characteristics of agricultural products’e-commerce live-streaming.Based on the stimuli-organism-response(S-O-R)model,this paper constructs a model of factors infl uencing consumers’purchase intentions by combining two types of mediators,rational and irrational.The fi ndings show that anchor professionalism and time pressure have the greatest impact on consumers’positive emotions;anchor popularity has the greatest impact on consumers’perceived risks,followed by price promotion.In addition,perceived risk as a rational mediator has a signifi cantly greater degree of infl uence on consumers’purchase intentions compared to positive emotion as an irrational mediator.