直播电商对农村居民在线消费行为的影响研究——基于对黑龙江省的调查  

The influences of live E-commerce on rural residents’ online consumption behavior: A case study ofHeilongjiang Province

作　　者：崔宁波[1,2] 范筱璠 赵端阳 CUI Ning-bo;FAN Xiao-fan;ZHAO Duan-yang(Research Centre for Modern Agricultural Development,Northeast Agricultural University,Harbin,Heilongjiang 150030,China;College of Economics and Management,Northeast Agricultural University,Harbin,Heilongjiang 150030,China)

机构地区：[1]东北农业大学现代农业发展研究中心,黑龙江哈尔滨150030 [2]东北农业大学经济管理学院,黑龙江哈尔滨150030

出　　处：《农业现代化研究》2024年第3期509-519,共11页Research of Agricultural Modernization

基　　金：国家社会科学基金项目(23BJY188,20BJY149)。

摘　　要：提振农村消费可以为扩大内需、实现经济高质量发展提供有力支撑。本研究基于黑龙江省430份农村居民调研数据,结合说服理论与刺激-机体-反应模型,采用结构方程模型分析直播电商对农村居民在线消费行为的影响机制,并通过多群组分析探讨特征不同的农村居民其在线消费行为影响因素差异性。结果表明:1)主播专业性通过感知有用性与感知信任对农村居民在线消费行为产生间接影响;商品信息质量既可以直接影响农村居民在线消费行为,也可以通过感知有用性与感知信任间接影响农村居民在线消费行为;直播间互动性对农村居民在线消费行为只存在直接影响。2)感知有用性显著正向影响感知信任。3)性别、受教育水平、年收入水平不同的农村居民对外界刺激反应不同,会产生不同的在线消费行为。据此,提出了加大对网络直播监督的管理力度以增强农村居民在线消费信任;加大农村地区对直播在线消费的宣传以促进在线消费;采取有效手段帮助农村居民提高收入以提升在线消费能力等建议。Boosting rural consumption can provide strong support for expanding domestic demand and achieving high-quality economic development.Based on 430 rural residents’research data in Heilongjiang Province,combined with persuasion theory and the SOR model,a structural equation model is used to analyse the influence mechanism of live E-commerce on rural residents’online consumption behaviour,and the differences in the factors influencing the online consumption behaviour of rural residents with different characteristics are explored through multi-cluster analysis.The results show that:1)Anchor professionalism can indirectly influence rural residents’online consumption behavior through perceived usefulness and perceived trust;the quality of commodity information can directly influence rural residents’online consumption behavior,and can indirectly influence rural residents’online consumption behavior through perceived usefulness and perceived trust;the live E-commerce interactivity only has a direct influence on rural residents’online consumption behaviors;2)Perceived usefulness has a significant positive impact on perceived rust;3)With different gender,educational level and annual income level,rural residents’internal perception reacts differently to external stimulus,which results in different online consumption behaviors.Based on the above analysis results,this paper suggests:strengthening the supervision and management of live E-commerce broadcast to enhance rural residents’trust in live E-commerce consumption;increasing the publicity of live E-commerce consumption in rural areas to promote its’consumption;taking effective measures to help rural residents increase income and enhance their live E-commerce consumption power.

关 键 词：直播电商 农村居民消费 说服理论 SOR模型 结构方程模型 

分 类 号：F306.4[经济管理—产业经济]