“实力至上”:农产品主播特征与消费者购买意愿的关系  

“Strength first”:The relationship between agricultural product live streamers'characteristics and consumers'purchase intentions

作　　者：王果 何凤 朱语瞳 Wang Guo;He Feng;Zhu Yutong(Ningxia University,Yinchuan,Ningxia,750021;Guangxi Vocational College of Safety Engineering,Nanning,Guangxi,530100)

机构地区：[1]宁夏大学教育学院,宁夏银川750021 [2]广西安全工程职业技术学院,广西南宁530100

出　　处：《市场周刊》2025年第10期87-91,159,共6页Market Weekly

摘　　要：直播助农作为一种新兴的电商模式,近年来特别受到学者们的关注。文章采用S-R理论,通过问卷调查法,选择主播的吸引力、专业性、互动性以及给予的折扣等四个因素研究主播特征对消费者购买意愿的影响。研究结果显示,除吸引力这一特征外,主播的专业性、互动性以及给予的折扣三个因素正向影响消费者购买农产品的意愿,研究结论为助农直播销售提出了实用建议,有助于农产品主播提升自己的专业技能,从而提高农产品的销量,进一步推动助农工作的开展。Live-streaming for agricultural assistance,as an emerging e-commerce model,has garnered significant attention from scholars in recent years.This study employs the S-R theory and uses a questionnaire survey method to investigate the impact of four factors related to the live streamers'characteristics—attraction,professionalism,interactivity,and offered discounts—on consumers'purchase intentions.The results indicate that,except for attraction,the live streamers'professionalism,interactivity,and offered discounts positively predict consumers'willingness to purchase agricultural products.The study's conclusions provide practical suggestions for live-streaming sales in agricultural assistance,which can help live streamers improve their professional skills,thereby increasing the sales of agricultural products and further promoting the development of agricultural assistance efforts.

关 键 词：乡村振兴 主播特征 消费者购买意愿 S-R模型 

分 类 号：F713.36[经济管理—产业经济]