电商直播对消费者农产品重复购买意愿的实证研究

An Empirical Study on the Impact of E-commerce Live Streaming on Consumers'Repurchase Intention

基于ABC态度模型,从消费者感知价值出发,通过问卷调研的形式,采用SPSS软件对结构方程模型进行实证检验,探讨电商直播对消费者重复购买意愿的主效应影响,检验电商平台声誉对消费者满意度与重复购买意愿间关系的调节效应。结果表明,消费者感知价值对消费者满意度和重复购买意愿分别产生显著影响,并据此对为提高农产品电商直播效果提出可行的建议。

This paper focuses on rural e-commerce live broadcasting based on ABC attitude model,starting from consumer perceived value used to conduct empirical test on the structural equation model through SPSS software,and explore the main effect of rural e-commerce live broadcasting on consumers'repurchase intention.To examine the moderating effect of rural e-commerce platform reputation on the relationship between consumer satisfaction and repeated purchase intention.The results show that consumer perceived value has a significant impact on consumer satisfaction and repeated purchase intention,among which social value and functional value have the highest impact.Consumer satisfaction plays an intermediary role in the relationship between perceived value and repurchase intention.And put forward practical suggestions to improve the live broadcast of agricultural products by e-commerce.