农产品直播电商中消费者购买意愿的研究:群体效应的视角  

Consumers Purchase Intention in Livestreaming E-commerce of Agricultural Products,Reviewed from the Perspective of Group Effect

作　　者：李光明[1] 常丽婷 LI Guangming;CHANG Liting(School of Business,Hohai University,Nanjing 211100,China)

机构地区：[1]河海大学商学院,江苏南京211100

出　　处：《南京财经大学学报》2023年第4期57-67,共11页Journal of Nanjing University of Finance and Economics

基　　金：国家社会科学基金一般项目“数字技术赋能企业城市扶贫创新的路径与对策研究”(20BGL008)。

摘　　要：农产品质量的隐蔽性、农产品直播电商的公益性以及直播的高互动性特征使得消费者在农产品直播电商中与群体的互动更加频繁,更容易受群体影响。基于社会影响理论,将农产品直播电商视为一个社会场景,解析其中的群体效应及其对消费者购买意愿的影响,运用调查法获取数据,并运用层次回归的方法进行实证检验。结果表明:信息效应和规范效应对消费者的购买意愿有显著正向作用;消费者的情感性态度和工具性态度分别在群体效应与消费者购买意愿之间起中介作用;消费者对农产品直播电商的介入程度显著负向调节信息效应与购买意愿的关系。研究结论对于现有直播电商的研究是一个有益补充,也对促进农产品销售、助力乡村振兴具有一定的现实指导意义。The concealment of the quality of agricultural products,the public welfare of livestreaming e-commerce of agricultural products,and the highly interactive characteristics of live-streaming make consumers more frequently interact with groups during the livestreaming e-commerce of agricultural products,and those consumers are more easily influenced by the groups.Based on social influence theory,we view the livestreaming e-commerce of agricultural products as a social scene,and analyze the group effect and its influence on consumers purchase intention.Data were collected through questionnaires and then tested by hierarchical regression.The results show that informational effect and normative effect have significant positive effects on consumers purchase intention;consumers emotional attitude and instrumental attitude play mediating roles between group effect and consumers purchase intention,respectively;and consumers involvement in the livestreaming e-commerce of agricultural products significantly negatively regulates the relationship between informational effect and purchase intention.Our research conclusions are a useful supplement to the existing research on the livestreaming e-commerce,and also have certain practical guidance significance for promoting the sales of agricultural products and helping rural revitalization.

关 键 词：直播电商 农产品 群体效应 购买意愿 社会影响理论 

分 类 号：F713.36[经济管理—产业经济]