高校大学生对乡村振兴类农产品直播带货购买意愿的实证研究

该文以高校在读大学生为对象,研究乡村振兴类农产品直播带货对大学生购买意愿的影响。通过深度访谈、问卷调查的方式和高校大学生进行互动,收集相关数据,并通过SPSS26.0软件、AMOS25.0软件、EXCEL软件等对数据进行线性回归、探索性因子、验证性因子和频率数据等方面的分析,在定量分析(问卷调查)的基础上,结合定性分析(深度访谈、观察),参考相关文献,得到以下结论,信任、情绪价值、产品展示方式、带货主播影响力、产品与服务质量及商品优惠性这6个因素为乡村振兴类农产品直播带货对高校大学生购买意愿的主要影响因素,最后通过乡村振兴助农直播购买农产品现状分析与影响学生购买农产品意愿因素分析,从6个影响因素角度提出建设性建议与展望,以期助力乡村振兴战略的实现。

Taking college students as the object,this paper studies the influence of livestreaming of agricultural products for rural revitalization on college students'purchase intention.We interacted with college students by means of in-depth interviews and questionnaires,collected relevant data,and analyzed the data in terms of linear regression,exploratory factors,confirmatory factors and frequency data by SPSS26.0,AMOS25.0 and EXCEL software.On the basis of quantitative analysis(questionnaire survey),combined with qualitative analysis(in-depth interview and observation),referring to relevant literature,the conclusions are as follows:trust,emotional value,product display mode,influence of carrier,quality of product and service,and commodity preference are the six factors that affect the purchase intention of college students.Finally,through the analysis of the current situation of livestreaming of rural revitalization products for farmers and the factors affecting students'intention to purchase agricultural products,this paper puts forward constructive suggestions and prospects from the perspective of six influencing factors,in order to help the realization of the strategy of rural revitalization.