期刊文献+

任务契合度、互动性与消费者购买网络直播生鲜农产品意愿——基于SOR理论的多群组分析 被引量:17

Task Fit,Interactivity and Consumers’ Willingness to Purchase Webcast Fresh Produce:Multi-cluster Analysis Based on SOR Theory
下载PDF
导出
摘要 基于南昌市377位消费者调研数据,结合SOR理论,构建结构方程模型检验消费者购买网络直播生鲜农产品意愿的影响机制,并使用多群组结构方程模型分析不同群体之间的差异性。结果表明:任务契合度、互动性和主观规范对消费者感知有用性具有显著正向影响,进而影响购买意愿,其中任务契合度影响力最大;任务契合度和互动性对消费者感知信任影响不显著,但主观规范对消费者感知信任具有显著正向影响,进而影响其购买意愿;性别、年龄、学历、婚姻状况、职业和月消费水平不同的情况下,消费者内部心理对外部刺激的反应不同,购买意愿也不相同;两类特定群体之间的内部心理对外部刺激的反应不同,与单一特征划分的群体内部心理受外界影响存在差异。基于此,建议商家在网络直播时应确保图文与商品实际相符,为消费者提供便捷高效服务;适时保持与消费者的互动与沟通,进行场景式营销和口碑营销;针对观看直播人群特殊性进行精准营销,充分把握影响消费者内部心理的因素;政府部门应出台相关法律法规,推动生鲜农产品电商化发展,为农民拓宽销售渠道创造良好的政策环境。 Based on the research data of 377 consumers in Nanchang,combined with SOR theory,structural equation modeling was constructed to examine the influence mechanism of consumers’ willingness to purchase webcast fresh produce,and the differences between different groups were analyzed using multi-group structural equation modeling.The results shows that task fit,interactivity and subjective norms have a significantly positive impact on consumers’ perceived usefulness,which,in turn,affects purchase intention,with task fit being the most influential.Task fit and interactivity do not have a significant effect on perceived trust,but subjective norms do,which in turn affects purchase intention.Different internal psychological responses of consumers to external stimuli and different willingness to purchase depending on gender,age,education,marital status,occupation and monthly consumption level.The internal psychological response to external stimuli differs between the two specific groups and differs from the internal psychology of groups divided by a single characteristic that is influenced by external influences.Therefore,it is recommended that merchants should ensure that the graphics match the actual merchandise when webcasting to provide consumers with convenient and efficient services.In addition,it is vital to maintain interaction and communication with consumers at the right time for scenario-based marketing and word-of-mouth marketing and conduct precise marketing for the specificity of the live crowd,fully grasping the factors that influence the internal psychology of consumers.What is more,government departments should introduce relevant laws and regulations to promote the development of e-commerce for fresh agricultural products and create a good policy environment for farmers to broaden their sales channels.
作者 李连英 成可 LI Lianying;CHENG Ke(School of Economics and Management,Jiangxi Agricultural University,Nanchang 330045,China;Jiangxi Rural Revitalization Strategy Research Institute,Jiangxi Agricultural University,Nanchang 330045,China)
出处 《农林经济管理学报》 北大核心 2023年第1期36-46,共11页 Journal of Agro-Forestry Economics and Management
基金 国家自然科学基金项目(72263016、71863018、71403112)。
关键词 网络直播 生鲜农产品 购买意愿 SOR模型 多群组分析 webcast fresh produce purchase intention SOR model multi-cluster analysis
  • 相关文献

参考文献21

二级参考文献322

共引文献902

同被引文献267

引证文献17

二级引证文献17

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部