农产品直播电商情境下消费者购买意愿的形成机制——基于SOR理论模型  

The Formation Mechanism of Consumers'Purchase Intention in the Context of Live Streaming E-commerce of Agricultural Products:Based on SOR Theoretical Model

作　　者：张国政[1] 彭丽 王芳[1] 曾亿武 ZHANG Guozheng;PENG Li;WANG Fang;ZENG Yiwu(Business School,Hunan Agricultural University,Changsha 410128,China;Business School,Beijing Technology and Business University,Beijing 100048,China;School of Economics,Hangzhou Normal University,Hangzhou 311121,China;Zhejiang Urban Governance Studies Center,Hangzhou 311121,China)

机构地区：[1]湖南农业大学商学院,湖南长沙410128 [2]北京工商大学商学院,北京100048 [3]杭州师范大学经济学院,浙江杭州311121 [4]浙江省城市治理研究中心,浙江杭州311121

出　　处：《中国乡村振兴学》2024年第2期171-184,共14页Rural Revitalization Studies in China

基　　金：国家社会科学基金重点项目“农民数字素养鸿沟的形成机制与弥合路径研究”(项目编号:22AGL025)的阶段性成果。

摘　　要：消费者购买意愿是探究农产品直播电商兴起原因的重要视角。本文基于SOR(刺激—有机体—反应)理论模型,构建以产品特性和主播特性为解释变量、以信任感知和心流体验为中介变量、以消费者购买意愿为被解释变量的农产品直播电商SOR理论模型,并利用495份消费者调查问卷数据、采用结构方程模型对研究假说进行实证检验。研究发现,产品特性和主播特性不仅对农产品直播电商情境下消费者购买意愿具有显著正向的直接影响,还通过增强消费者的信任感知和心流体验对消费者购买意愿产生重要的间接效应。研究结果揭示了农产品直播电商在激发消费者购买意愿方面的本质优势及其内在规律,对于强化农产品直播电商的理论认识,以及推动农产品直播电商的实践发展具有重要积极意义。Consumers'purchase intention is an important perspective to explore why the live streaming e-commerce of agricultural products rises.Based on the SOR(stimulus-organism-response)theoretical model,this paper constructs an SOR theoretical model of live streaming e-commerce of agricultural products which takes product characteristics and celebrity characteristics as explanatory variables,trust perception and flow experience as mediating variables,and consumer purchase intention as explained variable.The hypothesis were empirically tested by using the data of 495 consumer questionnaires and the structural equation model.It finds that product characteristics and celebrity characteristics not only have a significantly positive impact on consumers'purchase intention in the context of live streaming e-commerce of agricultural products,but also have an important indirect effect on consumers'purchase intention by enhancing consumers'trust perception and flow experience.The results reveal the essential advantages and internal laws of live streaming e-commerce of agricultural products in stimulating consumers'purchase intention,which is of great positive significance for strengthening the theoretical understanding and promoting the practical development of live-streaming e-commerce of agricultural products.

关 键 词：农产品电商 直播电商 直播带货 消费者购买意愿 SOR理论模型 

分 类 号：F713.3[经济管理—产业经济]