直播电商对地理标志农产品购买意愿的影响机制——基于原产地形象的调节效应

The Influence Mechanism of Live Commerce on the Purchase Intention of Geographical Indication Agricultural Products--Based on the Moderating Effect of the Image of the Place of Origin

为了探究直播电商平台的感知特性对地理标志农产品购买意愿的影响机制,采用构建模型,收集调查问卷,利用统计软件SPSS26.0与AMOS24.0对数据进行分析。研究结果表明:消费者对直播电商平台的感知互动性、感知娱乐性、感知专业性均对其感知价值产生正向影响;感知价值正向影响购买意愿;感知价值在感知娱乐性、感知专业性与购买意愿之间发挥中介效应;原产地形象在消费者感知价值与购买意愿之间起到正向调节作用。

In order to explore the influence mechanism of the perceptual characteristics of live commerce platforms on the purchase intention of geographical indication agricultural products,this study constructs a model,carries out a questionnaire survey,and analyzes the data by using statistical software SPSS26.0 and AMOS24.0.The results of the study show that consumers'perceived interactivity,perceived entertainment,and perceived professionalism of live commerce platforms all positively affect their perceived value;perceived value positively affects purchase intention;perceived value assumes an intermediary effect between perceived entertainment,perceived professionalism,and purchase intention;and the image of the place of origin plays a positive moderating role between perceived value and purchase intention.