基于SICAS模型的肇庆农产品直播电商传播策略研究

• 作者： 曹悦 ¹ 陈丽婷 ¹ 刘明迪 ¹
• 作者单位：
  1.  广东理工学院经济管理学院
• 发布时间：2025-03-07

摘要: 数字经济背景下，直播营销成为各行各业广泛关注的热点，众多农业企业纷纷投入其中，积极尝试并创新直播营销的新模式。本文基于SICAS模型设计并发放问卷，从互相感知、兴趣度、交互沟通、购买行为和体验分享五个方面对广东省肇庆市农产品直播情况进行调查，全面梳理了用户行为路径。本文旨在帮助肇庆地区的农户及企业清晰认识直播电商传播中的缺点，进而提出针对性的“农产品”直播电商传播改进策略，助力地方经济发展。

Abstract: In the context of the digital economy, live streaming marketing has become a widely focused hotspot across various industries, with numerous agricultural enterprises actively engaging in and innovating new models of live streaming marketing.This paper designs and distributes a questionnaire based on the SICAS model, conducting an investigation into the live-streaming of agricultural products in Zhaoqing City, Guangdong Province. The study examines five aspects: mutual perception, interest level, interaction and communication, purchasing behavior, and experience sharing, providing a comprehensive overview of user behavior pathways. The aim of this paper is to help farmers and enterprises in Zhaoqing clearly recognize the shortcomings in the live-streaming e-commerce communication of agricultural products, and subsequently propose targeted improvement strategies for the live-streaming e-commerce communication of agricultural products, thereby contributing to the local economic development.

• 分类： 应用经济学 >> 贸易经济
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第24期
• 引用： PSSXiv:202503.00366 (或此版本 PSSXiv:202503.00366V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.24.093
  CSTR:32012.36.PSSXiv.202503.00366
• 推荐引用方式： 曹悦,陈丽婷,刘明迪.基于SICAS模型的肇庆农产品直播电商传播策略研究.中国商论,2024(24).[DOI:10.19699/j.cnki.issn2096-0298.2024.24.093] (点此复制)