直播间主播产品介绍语特征对农产品购买意愿的影响研究——以橙子为例  

The Influence of Live Stream Host’s Product Presentation Language on Purchase Intentions for Agricultural Products--A Case Study of Oranges

作　　者：郭元十 GUO Yuanshi(Collegeof Economics and Management,Nanjing Agricultural University,210095,Nanjing,PRC)

机构地区：[1]南京农业大学经济管理学院,南京210095

出　　处：《江西科学》2024年第6期1334-1339,共6页Jiangxi Science

摘　　要：直播间主播产品介绍语是影响消费者去留的重要因素之一,直播间主播产品介绍语特征对购买意愿到底存在着怎样的影响,其作用机制又是什么?论文基于“S-O-R”理论,以售卖橙子的农产品直播间为例,通过2个实验研究发现,产品介绍语类型与购买动机类型之间存在交互作用,产品介绍语与购买动机的交互作用对购买意愿的影响受到消费者决策思维模式的调节。具体来说,主播夸张有趣的产品介绍用语使具有享乐型购买动机的直播间消费者产生更强烈的购买意愿;主播简洁客观的产品介绍用语使具有实用型购买动机的直播间消费者产生更强烈的购买意愿。相对于理性决策思维模式的消费者,夸张有趣的产品介绍用语对具有享乐型购买动机的经验性决策思维模式消费者购买意愿的正向影响更大。本研究结论拓展了对农产品直播间购买意愿的研究视角,对提高农产品直播间交易量具有指导意义。The language used by live stream hosts to present products is a key factor in influencing consumer engagement.But How does the presentation language used by live stream hosts affect purchase intentions,and what’s the underlying mechanism?Based on the theory of“S-O-R”,this paper takes the agricultural product live stream selling orange as an example through two experiments.The findings indicate an interaction between the types of product presentation language and the types of purchase motivation.Additionally,the influence of the interaction between product presentation language and purchase motivation on purchase intention is regulated by the decision-making thinking mode of consumers.To be specific,the exaggerated and interesting product presentation language by the host generates stronger purchase intentions among consumers with hedonic purchase motivation;The concise and objective product presentation language of the host motivates consumers with utilitarian purchase motivations to purchase items. For consumers with an experientialdecision- making mode, the positive impact of exaggerated and interesting productpresentation language on consumers’ purchase intentions is greater than those with a rationaldecision-making mode. The conclusions of this study expand the research perspective ofpurchasing intention in agricultural product live stream, and offer practical guidance forincreasing transaction volumes.

关 键 词：主播用语 购买意愿 购买动机 消费者决策思维模式 农产品直播间 

分 类 号：F270[经济管理—企业管理]