消费者购买电商直播农产品的影响因素研究——基于SOR模型理论视角

Research on Influencing Factors of Consumers’Purchasing E-commerce Live Streaming Agricultural Products Based on SOR Model Theory Perspective

基于349份农产品电商直播消费者问卷调查数据,运用SOR模型,从可视性、交互性、KOL、文化情感因素、直播间场景和氛围5个维度,以感知价值和感知信任作为中介变量,探讨了消费者对电商直播农产品的购买意愿。结果表明:交互性在消费者购买直播农产品时的影响最显著,与其他因素均呈正相关关系。因此,应该提升消费者在直播间的交互体验感、提高直播间带货主播的职业素养、增加直播内容的文化内涵、丰富直播场景、提高消费者信任,以创造出良好的农产品直播环境,激发消费者的购买意愿,从而加快乡村振兴的步伐。

Based on a survey data of 349 agricultural product e-commerce live streaming consumers,the stimulation-body-response(SOR)model was used to explore consumers’willingness to purchase e-commerce live streaming agricultural products from five dimensions:visibility,interactivity,KOL,cultural emotional factors,live streaming room scenes and atmosphere,and perceived value and perceived trust were used as intermediary variables.The results show that interactivity has the most significant impact on consumers purchasing live streaming agricultural products,and are also positively correlated with other factors.Based on this,it is necessary to strengthen consumers’interactive experience in the live broadcast room,improve the professional quality of live streaming hosts,increase the cultural connotation of live streaming content,enrich live streaming scenes,and enhance consumer trust,in order to create a good live streaming environment for agricultural product,stimulate consumers'purchasing intentions,and accelerate the pace of rural revitalization.