本研究旨在探讨电商消费时代,国货意识对大学生购买意愿的影响。通过对大学生群体的调查和分析,结果显示国货意识与大学生的购买意愿之间存在显著的正相关关系。在此基础上,对国货意识进行了爱国主义情感、客观效用评价、纵横比较三个...本研究旨在探讨电商消费时代,国货意识对大学生购买意愿的影响。通过对大学生群体的调查和分析,结果显示国货意识与大学生的购买意愿之间存在显著的正相关关系。在此基础上,对国货意识进行了爱国主义情感、客观效用评价、纵横比较三个维度的拆解,进一步探析各个因素对购买意愿的影响,最后根据分析结果构建加强爱国主义教育、加强国货品牌宣传推广、注重国货品牌品质创新三措并举的优化路径。This study aims to explore the influence of national goods awareness on college students’ purchase intention in the era of e-commerce consumption. Through the survey and analysis of the college student group, the results show that there is a significant positive correlation between the awareness of national goods and the purchase intention of college students. On this basis, the consciousness of national goods is disassembled in three dimensions: patriotism emotion, objective utility evaluation, and vertical and horizontal comparison, further exploring the influence of each factor on the purchase intention, and finally constructing the optimization path of strengthening patriotism education, strengthening the publicity and promotion of national brands, and focusing on the innovation of the quality of national brands in accordance with the results of the analysis.展开更多
近年来,直播带货呈现了爆发式的增长,这种销售模式不仅为商家提供了一个全新的销售渠道,也为消费者带来了更为丰富和便捷的购物体验。然而,直播内容因素能否影响年轻消费群体的购买意愿?在这项研究中,总结了以往的文献和理论,提出了研...近年来,直播带货呈现了爆发式的增长,这种销售模式不仅为商家提供了一个全新的销售渠道,也为消费者带来了更为丰富和便捷的购物体验。然而,直播内容因素能否影响年轻消费群体的购买意愿?在这项研究中,总结了以往的文献和理论,提出了研究假设并设计了调查问卷,通过量表数据来验证假设的成立性。通过SPSS和AMOS软件的计算,得到信效度验证后,得到以下结论:1) 娱乐性、内容质量、主播吸引力显著促进了大学生对直播带货平台的消费者信任;2) 互动性、娱乐性和消费者信任显著促进了高校大学生对直播带货平台的购买意愿。最后,本文结合研究结论给出了相应启示。In recent years, live streaming has shown explosive growth. This sales model not only provides a new sales channel for merchants, but also brings consumers a richer and more convenient shopping experience. However, can the live content factor affect the purchasing willingness of young consumer groups? In this study, the previous literature and theories are summarized, the research hypothesis is put forward and the questionnaire is designed to verify the validity of the hypothesis through the scale data. Through the calculation of SPSS and AMOS software, after obtaining the verification of credibility and validity, the following conclusions are obtained: 1) Entertainment, content quality and anchor attraction significantly promote college students’ consumer trust in live streaming platforms;2) Interaction, entertainment and consumer trust have significantly promoted college students’ willingness to buy live broadcast platform. Finally, this article gives corresponding enlightenment in combination with the research conclusions.展开更多
基于乡村振兴及贵州省交通运输厅提出的“贵州省加快推进农村物流发展”的战略背景下,本文运用灰色关联分析方法针对贵州省农村物流发展的影响因素进行分析验证,并提供一些具体、实际、可操作性高的措施。以贵州省农村地区的物流业生产...基于乡村振兴及贵州省交通运输厅提出的“贵州省加快推进农村物流发展”的战略背景下,本文运用灰色关联分析方法针对贵州省农村物流发展的影响因素进行分析验证,并提供一些具体、实际、可操作性高的措施。以贵州省农村地区的物流业生产总值作为参考序列,以农村地区社会消费品零售总额、货物运输总量、公路运输里程、乡村物流从业人员、乡村宽带接入用户、农村居民家庭人均生活消费支出及农村家庭居民可支配收入作为衡量指标。通过数据分析,得出关联程度大小的数值,针对数值进行分析,从而为贵州省农村物流的发展提供相对应的解决措施,推动贵州省农村物流的发展,为乡村振兴注入新的活力。Based on the strategic background of rural revitalization and “accelerating rural logistics development in Guizhou Province” proposed by Guizhou Provincial Department of Transportation, this paper applies the grey correlation analysis method to analyze and verify the influencing factors of rural logistics development in Guizhou Province, and provides some specific, practical, and highly operable measures. The gross value of logistics industry in rural areas of Guizhou Province is taken as the reference series, and the total retail sales of consumer goods in rural areas, the total volume of goods transportation, road transportation mileage, rural logistics employees, rural broadband access users, per capita consumption expenditure of rural households and disposable income of rural households are taken as the measurement indexes. Through the analysis of data, the values of the degree of correlation are derived and analyzed, so as to provide corresponding measures for the development of rural logistics in Guizhou Province, promote the development of rural logistics in Guizhou Province, and inject new vitality into the revitalization of the countryside.展开更多
文摘本研究旨在探讨电商消费时代,国货意识对大学生购买意愿的影响。通过对大学生群体的调查和分析,结果显示国货意识与大学生的购买意愿之间存在显著的正相关关系。在此基础上,对国货意识进行了爱国主义情感、客观效用评价、纵横比较三个维度的拆解,进一步探析各个因素对购买意愿的影响,最后根据分析结果构建加强爱国主义教育、加强国货品牌宣传推广、注重国货品牌品质创新三措并举的优化路径。This study aims to explore the influence of national goods awareness on college students’ purchase intention in the era of e-commerce consumption. Through the survey and analysis of the college student group, the results show that there is a significant positive correlation between the awareness of national goods and the purchase intention of college students. On this basis, the consciousness of national goods is disassembled in three dimensions: patriotism emotion, objective utility evaluation, and vertical and horizontal comparison, further exploring the influence of each factor on the purchase intention, and finally constructing the optimization path of strengthening patriotism education, strengthening the publicity and promotion of national brands, and focusing on the innovation of the quality of national brands in accordance with the results of the analysis.
文摘近年来,直播带货呈现了爆发式的增长,这种销售模式不仅为商家提供了一个全新的销售渠道,也为消费者带来了更为丰富和便捷的购物体验。然而,直播内容因素能否影响年轻消费群体的购买意愿?在这项研究中,总结了以往的文献和理论,提出了研究假设并设计了调查问卷,通过量表数据来验证假设的成立性。通过SPSS和AMOS软件的计算,得到信效度验证后,得到以下结论:1) 娱乐性、内容质量、主播吸引力显著促进了大学生对直播带货平台的消费者信任;2) 互动性、娱乐性和消费者信任显著促进了高校大学生对直播带货平台的购买意愿。最后,本文结合研究结论给出了相应启示。In recent years, live streaming has shown explosive growth. This sales model not only provides a new sales channel for merchants, but also brings consumers a richer and more convenient shopping experience. However, can the live content factor affect the purchasing willingness of young consumer groups? In this study, the previous literature and theories are summarized, the research hypothesis is put forward and the questionnaire is designed to verify the validity of the hypothesis through the scale data. Through the calculation of SPSS and AMOS software, after obtaining the verification of credibility and validity, the following conclusions are obtained: 1) Entertainment, content quality and anchor attraction significantly promote college students’ consumer trust in live streaming platforms;2) Interaction, entertainment and consumer trust have significantly promoted college students’ willingness to buy live broadcast platform. Finally, this article gives corresponding enlightenment in combination with the research conclusions.
文摘基于乡村振兴及贵州省交通运输厅提出的“贵州省加快推进农村物流发展”的战略背景下,本文运用灰色关联分析方法针对贵州省农村物流发展的影响因素进行分析验证,并提供一些具体、实际、可操作性高的措施。以贵州省农村地区的物流业生产总值作为参考序列,以农村地区社会消费品零售总额、货物运输总量、公路运输里程、乡村物流从业人员、乡村宽带接入用户、农村居民家庭人均生活消费支出及农村家庭居民可支配收入作为衡量指标。通过数据分析,得出关联程度大小的数值,针对数值进行分析,从而为贵州省农村物流的发展提供相对应的解决措施,推动贵州省农村物流的发展,为乡村振兴注入新的活力。Based on the strategic background of rural revitalization and “accelerating rural logistics development in Guizhou Province” proposed by Guizhou Provincial Department of Transportation, this paper applies the grey correlation analysis method to analyze and verify the influencing factors of rural logistics development in Guizhou Province, and provides some specific, practical, and highly operable measures. The gross value of logistics industry in rural areas of Guizhou Province is taken as the reference series, and the total retail sales of consumer goods in rural areas, the total volume of goods transportation, road transportation mileage, rural logistics employees, rural broadband access users, per capita consumption expenditure of rural households and disposable income of rural households are taken as the measurement indexes. Through the analysis of data, the values of the degree of correlation are derived and analyzed, so as to provide corresponding measures for the development of rural logistics in Guizhou Province, promote the development of rural logistics in Guizhou Province, and inject new vitality into the revitalization of the countryside.
