农产品直播情境下消费者积极购后行为影响因素研究  

Research on the Influencing Factors of Consumers’Purchase Intention of Agricultural Products Under the Background of E-Commerce Live Broadcast

作　　者：刘晓云[1] 王紫嫣 LIU Xiaoyun;WANG Ziyan(School of Management,Anhui University,Hefei Anhui 230601,China)

机构地区：[1]安徽大学商学院,安徽合肥230601

出　　处：《重庆文理学院学报（社会科学版）》2024年第5期1-13,共13页Journal of Chongqing University of Arts and Sciences（Social Sciences Edition)

基　　金：安徽省高等学校科学研究项目“大数据驱动的安徽省县域科技创新能力评价研究”(2022AH050047)。

摘　　要：基于ABC态度理论模型,将农产品电商直播购物特征的影响因素划分为平台服务与物流服务两个维度。其中,平台服务维度涵盖信息质量、互动性以及激励机制;物流服务维度包含专业性和响应性。从消费者满意度的视角切入,构建农产品电商直播情境中消费者积极购后行为(如重复购买、口碑推荐)影响研究模型。基于339份参与农产品电商直播用户的问卷调查数据,采用结构方程模型和Bootstrap中介分析法进行实证研究。研究结果显示:平台服务维度的信息质量、互动性与激励机制通过消费者满意度对消费者的积极购后行为产生影响;物流服务维度的专业性和响应性同样通过消费者满意度对消费者的积极购后行为产生影响。基于上述研究结论,为农产品电商直播企业在平台服务和物流服务方面提出如下建议:提高观众所获农产品相关信息的质量;重视农产品直播中激励机制对消费者满意度的影响;增强直播间的互动性,提高观众与主播、观众与观众之间的交流频率和效率;重点关注物流问题。Based on the ABC belief theory,the influencing factors of agricultural product e-commerce live streaming shopping characteristics are divided into two dimensions:platform service and logistics service.The platform service dimension includes information quality,interactivity,and incentive mechanism,while the logistics service dimension includes professionalism and responsiveness.From the perspective of consumer satisfaction,a research model was constructed on the impact of consumer positive post purchase behavior(repeat purchase,word-of-mouth recommendation)in the context of agricultural product e-commerce live streaming.Based on the survey data of 339 users participating in agricultural product e-commerce live streaming,the empirical research was conducted using structural equation modeling and Bootstrap mediation analysis method.The research results indicate that the information quality,interactivity,and incentive mechanism of platform service dimensions have a positive impact on consumers’positive post purchase behavior by influencing consumer satisfaction;the professionalism and responsiveness of logistics services have a positive impact on consumers’positive post purchase behavior by influencing consumer satisfaction.Based on the research findings,corresponding strategic suggestions were proposed for agricultural product e-commerce live streaming enterprises in terms of platform services and logistics services:improving the quality of information related to agricultural products received by the audience,paying attention to the impact of incentive mechanisms in agricultural product live streaming on consumer satisfaction,enhancing the interactivity of the live broadcast room,strengthening the frequency and efficiency of communication between viewers and broadcasters,as well as between viewers themselves,and focusing on logistics issues.

关 键 词：农产品直播 消费者满意度 重复购买 口碑推荐 ABC态度模型 

分 类 号：F713[经济管理—产业经济] F303