政府官员助农直播对消费者购买意愿影响研究  

The Impact of Government Officials'Live Broadcasting to Help Farmers on Consumers'Purchase Intention

作　　者：毕继东 彭渊理 刘胜男 BI Jidong;PENG Yuanli;LIU Shengnan

机构地区：[1]山东财经大学工商管理学院,山东济南250014

出　　处：《商业经济》2023年第9期73-78,共6页Business & Economy

基　　金：教育部产学合作协同育人项目:大数据营销课程内容和教学方式改革(202102594029);教育部产学合作协同育人项目:大数据营销课程教学师资培训(202102586004)。

摘　　要：在我国脱贫攻坚和乡村振兴战略背景下,为了借助互联网平台的优势,各地政府相继开展了官员直播带货的助农公益活动。通过探讨官员助农直播影响消费者购买意愿的因素和机制,可以为进一步提升助农直播效益提出科学建议,因此,构建官员助农公益直播影响消费者购买意愿的研究模型,运用调查问卷获取有效样本,进行结构方程模型实证分析。研究表明:官员形象作为信用背书容易获消费者认可;助农公益直播可带来消费者情感认同,从而提升购买意愿;产品形象是消费者关注的主要因素;消费者对政府官员助农直播的认同促进了消费。Under the background of China's poverty alleviation and rural revitalization strategy,in order to take advantage of the Internet platform,local governments have successively carried out public welfare activities to help farmers by officials participating in livestreaming marketing.By exploring the factors and mechanisms that affect consumers'purchase intention,scientific suggestions are put forward to further improve the benefits of livestreaming to help farmers.Therefore,the study constructs a research model on the influence of public welfare livestreaming to help farmers by officials on consumers'purchase intention,uses questionnaires to obtain valid samples,and conducts empirical analysis of structural equation model.The research shows that the official image is easily recognized by consumers as a credit endorsement.The public welfare livestreaming to help farmers can bring consumers'emotional identification,thus enhancing their purchase intention.Product image is the main factor of consumers concern.Consumers recognition of government officials'livestreaming to help farmers boosts consumption.

关 键 词：助农直播 政府营销 农产品 购买意愿 

分 类 号：F713.55[经济管理—市场营销] F724.6[经济管理—产业经济] F323