农产品电商直播中社会临场感对消费者购买意愿的影响研究

Research on the Impact of Social Presence in E-commerce Livestreaming of Agricultural Products on Consumer Purchase Intention

为了探究消费者在农产品电商直播中购买意愿的影响因素及作用机理,基于SOR模型,以心流体验构念的3个维度(愉悦感、专注感、控制感)为中介变量,构建社会临场感构念的3个维度(情感临场、共存临场、交流临场)影响消费者购买意愿的理论模型,使用SPSS 26.0和SmartPLS 3.0软件对427份有效问卷数据进行实证分析。研究结果表明:在农产品直播电商中,社会临场感对消费者购买意愿有显著正向影响;心流体验对消费者购买意愿的影响有内部差异性,其中控制感对消费者购买意愿没有显著影响,愉悦感和专注感显著正向影响消费者购买意愿;愉悦感和专注感在社会临场感到消费者购买意愿之间存在部分中介效应。本研究揭示了社会临场感通过心流体验影响消费者购买意愿的具体作用路径,为农产品电商直播高质量发展提供了理论依据和实践指导。

In order to explorer the influence factors and mechanism of customers'purchase intention in agricultural product livestreaming E-commerce,this study constructed a theoretical model based on the SOR model,using the dimensions of flow experience(enjoyment,concentration,and perceived control)as mediating variables to investigate the effects of social presence(emotional contagion,co-presence,and communicative presence)on consumer purchase intention.Empirical analysis was conducted on 427 valid questionnaire data with SPSS 26.0 and SmartPLS 3.0 software.The results indicated that:in agricultural products livestreaming,social presence had a significant positive effect on consumer purchase intention.There were internal differences in the effect of flow experience on consumer purchase intention,and perceived control did not have a significant effect,while enjoyment and concentration had a significant positive effect on consumer purchase intention.Enjoyment and concentration partly mediated the relationship between social presence and consumer purchase intention.This study reveals the specific path through which social presence affects consumer purchase intention through flow experience,provides a theoretical basis and practical guidance for the high-quality development of agricultural products livestreaming E-commerce.