短视频对消费者生鲜农产品购买意愿的影响分析  

Analysis on the Influence of Short-form Video on Consumers'Purchase Intention of Fresh Agricultural Products

作　　者：杜荣良[1] 王蕊 DU Rongliang;WANG Rui(Wuxi City College of Vocational Technology,Wuxi,Jiangsu 214153,China)

机构地区：[1]无锡城市职业技术学院,江苏无锡214153

出　　处：《天津农业科学》2022年第4期57-62,共6页Tianjin Agricultural Sciences

基　　金：江苏省大学生创新创业训练计划项目(202113748022T);无锡城市职业技术学院2021年校级科研课题(WXCY-2021-KY-05);江苏省教育厅高校哲学社会科学基金项目(2018SJA0888)。

摘　　要：短视频营销作为生鲜农产品电商运营的一种模式,吸引了越来越多生鲜农产品企业的参与,市场规模迅猛发展。分析短视频对消费者生鲜农产品购买意愿的影响机制对于指导相关短视频制作和提高农产品销量具有重要意义。利用SOR模型,提出研究假设,设计短视频对消费者生鲜农产品购买意愿的影响因素研究模型,并通过结构方程模型进行实证检验。结果表明,短视频的实用性、趣味性正向影响消费者的情感共鸣,进而提高消费者的购买意愿。在短视频营销过程中,应当注重实用性,提高消费者参与感和情感匹配度,以提高生鲜农产品短视频营销效果。As a mode of e-commerce operation of fresh agricultural products,short-form video marketing has attracted more and more fresh agricultural products enterprises,and the market scale has developed rapidly.It is of great significance to analyze the impact mechanism of short-form video on consumers'purchase intention of fresh agricultural products is of great significance to guide the production of relevant short-form video and improve the sales of agricultural products.Using SOR model,this paper put forward research hypotheses,designed a research model on the influencing factors of short-form video on consumers'purchase intention of fresh agricultural products,and made an empirical test through structural equation model.The results showed that the practicability and interest of short-form video had a positive impact on consumers'emotional resonance,and then improved consumers'purchase intention.In the process of short-form video marketing,we should pay attention to practicability,improve consumers'sense of participation and emotional matching,to improve the effect of short-form video marketing of fresh agricultural products.

关 键 词：生鲜农产品 短视频 购买意愿 SOR模型 影响因素 

分 类 号：F323.7[经济管理—产业经济] F724.6