农产品直播电商对消费者购买意愿的影响机制研究  

Research on the Influencing Mechanism of Live E-Commerce of Agricultural Products on Consumers'Purchase Intention

作　　者：陈远方 杨婧 杨继莲[1] CHEN Yuan-fang;YANG Jing;YANG Ji-lian(School of Economics and Management,Hunan Institute of Science and Technology,Yueyang Hunan 414006,China;Hunan Research Base of Yangtze River Economic Belt,Yueyang Hunan 414006,China)

机构地区：[1]湖南理工学院经济与管理学院,湖南岳阳414006 [2]湖南省长江经济带研究基地,湖南岳阳414006

出　　处：《铜陵学院学报》2023年第6期20-26,共7页Journal of Tongling University

基　　金：湖南省社会科学成果评审委员会课题“基于返乡创业农民工画像的基层图书馆精准知识服务研究”(XSP21YBZ097);湖南省哲学社会科学基金项目“乡村振兴背景下智慧农家书屋培育新型职业农民的模式研究”(19YBA177);湖南省教育科学规划课题“乡村振兴背景下新型职业农民信息素养教育优化路径研究”(ND212267)。

摘　　要：为探寻培育新型农民致富的模式,深入研究农产品直播电商对消费者购买意愿的作用机理。文章基于680份问卷调查数据,以“人”“货”“场”为自变量,引入感知价值中介变量,理论构建并实证分析了农产品直播电商对消费者购买意愿的影响机制。研究结果表明:“人”“货”“场”正向作用于消费者感知价值及购买意愿;感知价值正向作用于购买意愿;感知价值在“人”对购买意愿的影响中起部分中介作用,在“货”“场”对购买意愿的影响中起完全中介作用。从增强消费者购买意愿的视角,对主播的专业性、提高产品品质及直播电商情境优化等方面提出了相应的营销建议。In order to explore the mode of cultivating new-type farmers to get rich,the mechanism of live e-commerce of agricultural products on consumers'purchase intention was deeply studied.Based on the data of 680 questionnaires,this paper takes"people","goods"and"field"as independent variables,introduces the mediating variables of perceived value,theoretically constructs and empirically analyzes the influence mechanism of live e-commerce of agricultural products on consumers'purchase intention.The results show that people,goods and places have a positive effect on consumers'perceived value and purchase intention,and perceived value has a positive effect on purchase intention,and perceived value plays a partial mediating role in the influence of"people"on purchase intention,and plays a complete mediating role in the influence of"goods"and"field"on purchase intention.From the perspective of enhancing consumers'purchase intention,corresponding marketing suggestions were put forward for the professionalism of anchors,improving product quality,and optimizing the live e-commerce situation.

关 键 词：农产品 直播电商 购买意愿 感知价值 新型农民培育 

分 类 号：F713.55[经济管理—市场营销]