农产品电商直播中消费者购买意愿的影响机制研究

• 作者： 杨志琪 ¹
• 作者单位：
  1.  滇西应用技术大学珠宝学院
• 发布时间：2024-09-24

摘要: 为探究直播电商中农产品消费者购买意愿影响机制，本文聚焦于消费者心理和行为角度，基于计划行为理论，构建农产品电商直播消费者购买意愿研究模型。本文通过问卷调查进行数据收集后，利用SPSS和AMOS对研究模型进行线性回归和二元logistic分析，证实农产品电商直播中消费者购买意愿影响机制。研究表明：一是在农产品直播电商中，态度对购买意愿具有显著的正向影响，且购买意愿对态度和购买行为起到完全中介作用；二是在农产品直播电商中，主观规范对购买意愿具有显著的正向影响，且购买意愿对主观规范和购买行为起到完全中介作用；三是在农产品直播电商中，感知行为控制对购买意愿具有显著的正向影响，且购买意愿对感知行为控制和购买行为起到完全中介作用；四是农产品直播电商中，购买意愿对购买行为具有显著的正向影响。因此，本文建议加大宣传力度、严控产品质量，转变消费者态度；提高农产品主播素养，提高消费者信任度；打造区域性农产品直播，改善直播服务质量，以供参考。

Abstract: This study investigates the factors influencing consumers' purchase intentions in live broadcast e-commerce for agricultural products. Focusing on consumers' psychological and behavioral perspectives, it constructs a research model based on the theory of planned behavior. Data were collected through a questionnaire survey, and SPSS and AMOS were used for linear regression and binary logistic analysis to validate the model. The findings indicate that: (1) Attitude significantly positively impacts purchase intention in live agricultural product e-commerce, with purchase intention fully mediating the relationship between attitude and purchase behavior; (2) Subjective norms significantly positively impact purchase intention, with purchase intention fully mediating the relationship between subjective norms and purchase behavior; (3) Perceived behavioral control significantly positively impacts purchase intention, with purchase intention fully mediating the relationship between perceived behavioral control and purchase behavior; (4) Purchase intention in live agricultural product e-commerce significantly positively impacts purchasing behavior. This study suggests increasing publicity, strictly controlling product quality, changing consumer attitudes, enhancing the quality of agricultural product hosts to build consumer trust, and developing regional agricultural product live streaming to improve service quality.

• 分类： 农林经济管理 >> 农业经济管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第10期
• 引用： PSSXiv:202409.01685 (或此版本 PSSXiv:202409.01685V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.10.075
  CSTR:32012.36.PSSXiv.202409.01685
• 推荐引用方式： 杨志琪.农产品电商直播中消费者购买意愿的影响机制研究.中国商论,2024(10).[DOI:10.19699/j.cnki.issn2096-0298.2024.10.075] (点此复制)