消费情绪对生鲜农产品消费者购买行为的影响--基于网络直播情境的研究  

The impact of consumer emotions on the purchasing behavior of fresh agricultural products consumers——Research based on the context of online live streaming

作　　者：石姣 Shi Jiao(School of Economics,Hunan Agricultural University,Changsha 410128)

机构地区：[1]湖南农业大学经济学院,长沙410128

出　　处：《北方经贸》2024年第8期82-88,共7页Northern Economy and Trade

基　　金：湖南农业大学研究生科研创新项目(2022XC025)。

摘　　要：网络直播过程中情绪互动发挥着维系消费关系的纽带作用。为了更好地促进生鲜农产品网络直播达成购买,带动生鲜农产品产地直接销售,本文针对直播中消费者情绪因素的作用开展机制研究。首先从理论上剖析了情绪因素对生鲜农产品网络直播购买意愿向购买行为转化的影响机理,随后在量化分析中运用配对样本T检验证实了意愿与行为的不一致,并且利用分层回归和分组回归检验了情绪因素的调节效应。结果显示:愉悦情绪、消极情绪和信任情绪对消费者的购买意愿转化为购买行为具有显著调节作用。具体而言,直播间抢购氛围唤醒的愉悦情绪和官员直播情境下的消费者信任情绪能有效促进意愿向行为转化,而负面社交环境下的消极情绪则阻碍了消费行为达成。Emotional interaction in the process of webcasting plays a role in maintaining the bond of consumer relationship.In order to better promote the purchase of fresh agricultural products through live webcast and drive the direct sales of fresh agricultural products,this paper conducts a mechanism study on the role of emotional factors of consumers in live webcast.This paper firstly analyzes the influence mechanism of emotional factors on the transformation of purchase intention to purchase behavior in fresh produce webcast from the theoretical point of view,then confirms the inconsistency between intention and behavior by using paired-sample t-test in quantitative analysis,and examines the moderating effect of emotional factors by using stratified regression and group regression.The results showed that pleasant emotions,negative emotions and trust emotions had significant moderating effects on the conversion of consumers'purchase intentions into purchase behaviors.Specifically,the pleasant emotions evoked by the live-streaming rush atmosphere and the trust emotions of consumers in the officer live-streaming context effectively promote the conversion of intentions to behaviors,while the negative emotions in the negative social environment hinder the achievement of consumption behaviors.

关 键 词：网络直播购买 消费情绪 行为转化 调节效应 

分 类 号：F724[经济管理—产业经济]