数字经济背景下消费者购买直播助农产品的影响因素

Influential factors of consumers purchasing live streaming agricultural products under the background of digital economy

为提升消费者的购买意向、促进购买行为,推进直播助农向好发展,基于拓展的计划行为理论,利用江苏省13个地级市的调研数据,运用结构方程模型对消费者购买直播助农产品的影响机理进行研究。结果表明:1)行为态度、主观规范、行为控制、认知水平和购买意向均对消费者购买行为具有显著的正向影响,尤其是行为控制。2)认知水平和购买意向在行为态度和行为控制对购买行为的影响中起到正向显著的中介作用。3)上述影响路径还因消费者的收入差异而存在异质性。基于此,建议从平台便利性及产品多样性出发提升平台质量,提高消费者的助农认知水平,并差异化地开展直播助农平台的推广和宣传工作,从而推动直播助农平台的良性发展。

In order to enhance consumers’purchasing intention,promote their purchasing behavior,and advance the development of live streaming assisted agriculture,based on the theory of expanded planned behavior,the survey data from 13 prefecture level cities in Jiangsu Province is used in this study.A structural equation model is adopted to study the impact mechanism of consumers purchasing live streaming agriculture products.The results indicate that:1)Behavioral attitude,subjective norms,behavioral control,cognitive level and purchase intention all have significant positive impacts on consumers purchasing behavior,especially the behavioral control.2)Cognitive level and purchase intention play a positive and significant mediating role in the impact of behavioral attitude and control on purchasing behavior.3)The above impact paths are also heterogeneous due to the income differences of consumers.Based on this,to promote the healthy of live streaming agricultural assistance platform,it is suggested to improve the quality of the platform from the perspective of platform convenience and product diversity,enhance the cognitive level of consumers,and explore the promotion and publicity of live streaming agricultural assistance platforms in a differentiated manner.