The rapid development of network technology has brought about changes in consumers' consumption habits. In order to meet the diversified consumption needs of consumers, e-commerce of agricultural products also uses the form of live streaming to bring consumers more intuitive and diversified shopping...
The rapid development of network technology has brought about changes in consumers' consumption habits. In order to meet the diversified consumption needs of consumers, e-commerce of agricultural products also uses the form of live streaming to bring consumers more intuitive and diversified shopping experience, which has become a new driving force for the development of e-commerce of agricultural products. In 2019, the COVID-19 pandemic caused a large number of unsalable agricultural products in their origin, which had a great negative impact on farmers' income and hindered the development of agricultural economy. In this context, the livestreaming business of agricultural products, which helps to sell agricultural products, has experienced rapid development in recent years. In livestream business, anchors sell agricultural products in the form of livestream, which not only finds a new way to sell agricultural products, but also solves problems such as lagging agricultural sales and complicated circulation links. In addition, it can improve farmers' income, improve the quality of rural economy, and further promote the rapid development of China's agriculture. Therefore, it has become a new research direction that anchors use livestreaming business of agricultural products to promote the sales of agricultural products and help the high-quality development of rural economy.
At present, the research on agricultural products live streaming business is relatively rare. Although there are a lot of research results on e-commerce live broadcasting, few scholars have conducted special research on the special e-commerce live broadcasting of agricultural products. Based on the previous research results of online shopping intentions, online agricultural products shopping intentions, and live shopping intentions, and based on SOR theory, this paper selects Taobao, Douyin and Kuaishou, which are active in live agricultural products broadcasting business in China, as marketing platforms to build a "stimulus-organism - response" model. Through empirical research, the characteristics of anchors (professionalism, charm, trustworthiness, interactivity) and the characteristics of livestream commerce (convenience and entertainment) are extracted as external stimulus factors. In terms of body perception, this paper selects a dimension of consumers' sense of investment based on previous studies to study the factors that affect consumers' willingness to buy agricultural products in livestream commerce.
In this paper, the consumers who buy agricultural products through livestream business in China are taken as the survey objects and questionnaires are distributed through the Internet. A total of 405 questionnaires are collected, 22 of which are invalid and 383 are valid in the end. The empirical research results are as follows:
1) The professionalism, charm, trustworthiness and interactivity of anchors have a significant positive impact on consumers' sense of investment. The entertainment of livestream commerce has a significant positive impact on consumers' sense of investment, while the convenience of use will not affect consumers' immersion. 2) The professionalism, charm, trustworthiness and interactivity of anchors have a direct impact on consumers' purchase intention. The convenience of live streaming commerce also has a direct impact on consumers' purchase intention, while the entertainment of live streaming commerce has no impact on the purchase intention. 3) Consumers' sense of engagement has a significant positive impact on consumers' purchase intention. 4) Consumer input plays a partial mediating role in the influence of anchor characteristics on purchase intention characteristics. 5) In the process of the influence of convenience of live streaming commerce on purchase intention, immersion has no media effect, while in the process of the influence of entertainment on purchase intention, immersion has a complete media effect.
According to the empirical analysis results of this paper, combined with the characteristics of anchors and the characteristics of livestreaming commerce, the following suggestions on how to improve consumers' purchase intention are put forward.
1) Enhance the accumulation of professional knowledge of the anchor for the products sold, and improve the appearance level of the anchor through makeup, lighting and other means; 2) The anchor should enhance the audience's sense of trust by tasting agricultural products and cooking agricultural products on the spot. Secondly, the anchor should timely reply the audience's questions in the live broadcast room; 3) Constantly improve the shopping function of the live streaming business platform to enhance the operability of customers; 4) Constantly develop new promotional activities, and arrange rich and cohesive processes in the broadcast room.
The rapid development of network technology has brought about changes in consumers' consumption habits. In order to meet the diversified consumption needs of consumers, e-commerce of agricultural products also uses the form of live streaming to bring consumers more intuitive and diversified shopping experience, which has become a new driving force for the development of e-commerce of agricultural products. In 2019, the COVID-19 pandemic caused a large number of unsalable agricultural products in their origin, which had a great negative impact on farmers' income and hindered the development of agricultural economy. In this context, the livestreaming business of agricultural products, which helps to sell agricultural products, has experienced rapid development in recent years. In livestream business, anchors sell agricultural products in the form of livestream, which not only finds a new way to sell agricultural products, but also solves problems such as lagging agricultural sales and complicated circulation links. In addition, it can improve farmers' income, improve the quality of rural economy, and further promote the rapid development of China's agriculture. Therefore, it has become a new research direction that anchors use livestreaming business of agricultural products to promote the sales of agricultural products and help the high-quality development of rural economy.
At present, the research on agricultural products live streaming business is relatively rare. Although there are a lot of research results on e-commerce live broadcasting, few scholars have conducted special research on the special e-commerce live broadcasting of agricultural products. Based on the previous research results of online shopping intentions, online agricultural products shopping intentions, and live shopping intentions, and based on SOR theory, this paper selects Taobao, Douyin and Kuaishou, which are active in live agricultural products broadcasting business in China, as marketing platforms to build a "stimulus-organism - response" model. Through empirical research, the characteristics of anchors (professionalism, charm, trustworthiness, interactivity) and the characteristics of livestream commerce (convenience and entertainment) are extracted as external stimulus factors. In terms of body perception, this paper selects a dimension of consumers' sense of investment based on previous studies to study the factors that affect consumers' willingness to buy agricultural products in livestream commerce.
In this paper, the consumers who buy agricultural products through livestream business in China are taken as the survey objects and questionnaires are distributed through the Internet. A total of 405 questionnaires are collected, 22 of which are invalid and 383 are valid in the end. The empirical research results are as follows:
1) The professionalism, charm, trustworthiness and interactivity of anchors have a significant positive impact on consumers' sense of investment. The entertainment of livestream commerce has a significant positive impact on consumers' sense of investment, while the convenience of use will not affect consumers' immersion. 2) The professionalism, charm, trustworthiness and interactivity of anchors have a direct impact on consumers' purchase intention. The convenience of live streaming commerce also has a direct impact on consumers' purchase intention, while the entertainment of live streaming commerce has no impact on the purchase intention. 3) Consumers' sense of engagement has a significant positive impact on consumers' purchase intention. 4) Consumer input plays a partial mediating role in the influence of anchor characteristics on purchase intention characteristics. 5) In the process of the influence of convenience of live streaming commerce on purchase intention, immersion has no media effect, while in the process of the influence of entertainment on purchase intention, immersion has a complete media effect.
According to the empirical analysis results of this paper, combined with the characteristics of anchors and the characteristics of livestreaming commerce, the following suggestions on how to improve consumers' purchase intention are put forward.
1) Enhance the accumulation of professional knowledge of the anchor for the products sold, and improve the appearance level of the anchor through makeup, lighting and other means; 2) The anchor should enhance the audience's sense of trust by tasting agricultural products and cooking agricultural products on the spot. Secondly, the anchor should timely reply the audience's questions in the live broadcast room; 3) Constantly improve the shopping function of the live streaming business platform to enhance the operability of customers; 4) Constantly develop new promotional activities, and arrange rich and cohesive processes in the broadcast room.
주제어
#Agricultural products Live commerce Anchor Purchase Intention Immersion
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