直播带货情景下农产品销售的影响因素探究  

作　　者：魏红宇 官淑琪 魏雅妮 肖巧伶 赵楠楠 汤逸繁 

机构地区：[1]江汉大学,武汉430000

出　　处：《智慧农业导刊》2025年第5期102-106,共5页JOURNAL OF SMART AGRICULTURE

基　　金：江汉大学2023年度大学生科研项目(2023zd006).

摘　　要：在移动互联网的发展及电子商务深化发展的形势下,网络直播成为电商发展的新形式。直播带货推动农产品销售市场拓展,能够很大程度上解决农产品滞销问题。在总结分析国内外资料的基础上,采用问卷形式收集数据,利用SPSS和AMOS软件完成统计建立结构方程模型并进行判别分析。结果发现,影响消费者在直播间购买农产品的因子主要有农产品的价格、售后服务、质量,其中农产品价格的影响效果最为显著。基于此,对直播带货情景下的农产品售卖提出建议,进一步提高销售效率,增加农民销售渠道。With the development of mobile Internet and the deepening development of e-commerce,online live broadcasting has become a new form of e-commerce development.Live broadcast bringing goods promotes the expansion of the agricultural product sales market and can largely solve the problem of slow sales of agricultural products.Based on summarizing and analyzing domestic and foreign data,data were collected in the form of questionnaires,and SPSS and AMOS software were used to complete statistics to establish structural equation models and conduct discriminant analysis.The results found that the main factors affecting consumers'purchase of agricultural products in the live broadcast room are the price,after-sales service,and quality of agricultural products,among which the price of agricultural products has the most significant impact.Based on this,suggestions are put forward for the sale of agricultural products under the live broadcast scenario to further improve sales efficiency and increase farmers'sales channels.

关 键 词：网络直播 农产品 消费者购买意愿 结构方程模型 影响因素 

分 类 号：F762.2[经济管理—产业经济]