农产品原产地形象对消费者购买意愿的影响研究——电商直播情境下心理距离的调节作用  

Impact of place-of-origin image of agricultural products on consumers'purchase intention:moderating effect of psychological distance in the context of e-commerce live streaming

作　　者：李霞[1] 赵梦月 陈晓丽 李潇潇 LI Xia;ZHAO Mengyue;CHEN Xiaoi;LI Xiaoxiao(School of Business Administration,Xinjiang University of Finance and Economics,Urumqi 830012,China)

机构地区：[1]新疆财经大学工商管理学院,乌鲁木齐830012

出　　处：《天津商业大学学报》2024年第4期18-26,共9页Journal of Tianjin University of Commerce

基　　金：国家社会科学一般项目“农产品电子商务原产地效应与推进南疆扶贫路径研究”(19BGL260);新疆财经大学校级科研基金高层次人才专项“乡村振兴视角下新疆林果品牌化研究”(2022XGC011)。

摘　　要：基于SOR理论及心理距离理论模型,以愉悦和唤醒为中介变量,以心理距离为调节变量,探讨直播情境下农产品原产地形象对消费者购买意愿的影响机制。结果表明:电商直播情境下,农产品原产地形象对消费者的购买意愿具有显著的正向影响;农产品原产地形象显著正向影响消费者的愉悦和唤醒情绪;愉悦和唤醒在农产品原产地形象与购买意愿之间起中介作用;愉悦和唤醒在原产地形象对购买意愿的影响中起链式中介作用;心理距离调节原产地形象与唤醒之间的关系,且心理距离越近,原产地形象对唤醒的影响越强。研究结论丰富了电商直播情境下农产品原产地形象和消费者购买意愿的实证研究,为农产品直播经营决策提供依据。Based on the Stimulus-Organism-Response theory and psychological distance theory,this paper explores the mechanism of the effect of place-of-origin image of agricultural products on consumers'purchase intention in a live streaming scenario with pleasure and arousal as mediating variables and psychological distance as a moderating variable.The results show that the place-of-origin image of agricultural products has a significant positive effect on consumers'purchase intention under e-commerce live streaming scenario.The place-of-origin image of agricultural products significantly and positively influences the pleasure and arousal of consumers.Pleasure and arousal play mediating roles between place-of-origin image of agricultural products and purchase intention.Arousal and pleasure play chain mediating roles in the influence of place-of-origin image on purchase intention.Psychological distance moderates the relationship between place-of-origin image and arousal,and the closer the psychological distance,the stronger the influence of place-of-origin image on arousal.The conclusions enrich the empirical research on the place-of-origin image of agricultural products and consumers'purchase intention in the context of e-commerce live streaming,which provides basis for management decision of agricultural products live streaming.

关 键 词：原产地形象 愉悦 唤醒 心理距离 购买意愿 

分 类 号：F713.52[经济管理—市场营销]