数字时代优质农产品内容营销对消费者社交参与的影响  

The Impact of High-Quality Agricultural Products Contents Marketing on Fostering Consumers’Social Engagement Intentions in the Digital Age

作　　者：黄怡丹 杨术 HUANG Yi-dan;YANG Shu

机构地区：[1]华侨大学工商管理学院,泉州362021

出　　处：《吉林大学社会科学学报》2025年第1期179-192,239,共15页Jilin University Journal Social Sciences Edition

基　　金：国家社会科学基金青年项目(21CGL018)。

摘　　要：农产品“质优销难”一直是困扰生产者的棘手问题,而优秀的营销内容是激发消费者购买欲望、提升品牌影响力、促进销量增长的关键。近年来,用户生成内容凭借其真实性和互动性,逐渐成为商家进行口碑营销、提升产品销量的重要途径。文章基于社交平台数据,将优质农产品分为初级植物农产品、初级动物农产品、加工农产品三类,采用文本挖掘方法识别出具有推荐属性的文本内容,将内容营销主体分为商家和用户两类,结合对营销内容主客观性的测量,考察该类内容对消费者社交参与的影响机制。结果表明,消费者对加工农产品社交参与的积极性显著大于初级农产品;用户生成内容相比于商家生成内容会有更积极的社交参与度。农产品类别与内容营销主体的交互作用会对消费者社交参与产生显著影响,对于加工农产品而言,用户生成内容相比于商家生成内容有更积极的社交参与度;营销内容主客观性对此交互作用存在边界,客观性营销内容弱化了不同农产品类别在社交参与度上的影响差异。因此,应积极引导优质农产品企业注重内容营销的差异化策略,鼓励农产品营销主体与消费者互动,共同促进优质农产品的推广和销售,助力乡村振兴。The persistent issue of“high-quality but low-selling”agricultural products has long troubled producers.The excellent marketing content is key to stimulating consumer purchase intention,enhancing brand influence,and driving sales growth.In recent years,user-generated content(UGC),due to its authenticity and interactivity,has increasingly become a crucial tool for businesses to conduct word-of-mouth marketing and boost product sales.Based on social media platform data,this study classifies high-quality agricultural products into three categories:processed agricultural products,primary plant-based agricultural products,and primary animal-based agricultural products.Utilizing text mining techniques,it identifies UGC with recommendation attributes and categorizes the content marketing agents into two types:businesses and consumers.Combining this classification with an assessment of the subjectivity and objectivity of marketing content,the study examines the mechanisms by which UGC influences consumer social engagement.The findings reveal that consumers demonstrate significantly higher enthusiasm for social engagement with processed agricultural products compared to primary agricultural products.Additionally,UGC exhibits greater social engagement compared to business-generated content.The interaction effect between agricultural product categories and marketing content agents has a significant impact on consumer social engagement.Specifically,for processed agricultural products,UGC generates more positive social engagement than business-generated content.The objectivity of marketing content moderates this interaction effect,as objective marketing content reduces the differences in social engagement across different agricultural product categories.Therefore,it is essential to actively guide high-quality agricultural product enterprises to focus on differentiated content marketing strategies,encourage marketing agents to interact with consumers,and collaboratively promote the marketing and sales of high-quality agricu

关 键 词：用户生成内容 优质农产品 内容营销 消费者 社交参与 

分 类 号：F323.7[经济管理—产业经济] F274