农产品直播互动性对消费者购买意愿的影响机制研究

The Influence Mechanism of Live Interaction of Agricultural Products on Consumers Purchase Intention

电商直播的迅猛发展使越来越多的平台、商家和用户参与到电商直播各环节,品类大多集中于美妆、服饰等。鲜少有人关注农产品,在农产品领域因其非标品、保质期、新鲜度等特殊性质对农产品直播提出一定挑战,因此,在直播时代探索农产品的直播营销具有重要意义。本文基于S-O-R理论,构建了直播互动性—社会临场感—消费者购买意愿的模型,实证研究显示:专业性、可视性等内容互动、响应性、趣味性等服务互动正向影响消费者行为意向,并通过社会临场感影响消费者购买意愿。互动性通过社会临场感的完全中介作用影响消费者购买意愿。基于此,平台及主播应从提升信息传播质量、打造体验至上的服务等方面,增强社会临场感,提高消费者的购买意愿。

The rapid development of e-commerce live streaming has led to an increasing number of platforms,merchants,and users participating in various aspects of e-commerce live streaming,with most categories focusing on beauty,clothing,and other consumer goods.There is little attention paid to agricultural products.The unique characteristics of agricultural products,such as non-standardization,shelf life,and freshness,pose certain challenges to live streaming marketing of agricultural products.Therefore,exploring live streaming marketing of agricultural products in the era of live streaming is of great significance.Based on the S-O-R theory,this paper establishes a model integrating live interactivity,social presence,and consumer purchase intention.Empirical research shows that professional and visible content interaction and service interaction that makes efficient responses and raises people's interest positively affect consumer behavior intention,and influence consumer purchase intention through social presence.Interactivity influences consumer purchase intention through the complete mediating effect of social presence.Based on the research conclusions,platforms and live streamers should enhance the social presence and increase consumer purchase intention by improving the quality of information dissemination and creating experience-oriented services.