农产品网红直播的困难与对策研究——从消费行为感知视角出发  

Research on the Difficulties and Countermeasures of Agricultural Product Influencer Live Broadcasts:From the Perspective of Consumer Behavior Perception

作　　者：傅俊[1] FU Jun(School of Business Intelligence,Zhejiang Institute of Economics and Trade,Hangzhou 310018,China)

机构地区：[1]浙江经贸职业技术学院商务智能学院,浙江杭州310018

出　　处：《商业观察》2025年第10期21-25,共5页BUSINESS OBSERVATION

基　　金：浙江省供销社2023年科研项目(23SSY08)。

摘　　要：从消费行为感知视角出发,文章探讨了农产品网红直播面临的信息化能力不足、创新力缺乏及规范化不足等挑战。通过问卷调查和数据分析,采用因子分析验证了问卷的有效性与可靠性,同时运用多元回归模型分析了网红主播特质与直播产品营销刺激对消费者心流体验及冲动购买意愿的影响。研究发现,主播的专业性、吸引力、互动性,以及产品营销中的价格折扣、时间压力和产品信任,对消费者心流体验有显著的正向影响;而心流体验中的愉悦与专注,则显著促进了消费者的冲动购买意愿。研究结果为农产品电商直播的健康发展提供了理论支持与实践指导。From the perspective of consumer behavior perception,this paper discusses the challenges faced by agricultural product influencer live broadcasts,such as insufficient informatization capability,lack of innovation,and insufficient standardization.Through questionnaires and data analysis,factor analysis is used to verify the validity and reliability of the questionnaires.Meanwhile,a multiple regression model is employed to analyze the impacts of the characteristics of influencers and the marketing stimuli of live broadcast products on consumers'flow experience and impulse purchasing intention.The study finds that the professionalism,attractiveness,and interactivity of the influencers,as well as the price discounts,time pressure,and product trust in product marketing,have a significantly positive impact on consumers'flow experience.And the pleasure and concentration in the flow experience significantly promote the impulse purchasing intention of consumers.The research results provide theoretical support and practical guidance for the healthy development of agricultural product e-commerce live broadcasts.

关 键 词：农产品电商直播 消费行为感知 冲动购买意愿 

分 类 号：F274[经济管理—企业管理]