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。
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.
作者
曹悦
陈丽婷
刘明迪
Cao Yue;Chen Liting;Liu Mingdi(School of Economics and Management,Guangdong Technology College,Zhaoqing,Guangdong 526000)
出处
《中国商论》
2024年第24期93-97,共5页
China Journal of Commerce
基金
肇庆市哲学社会科学规划项目(24GJ-177)
广东理工学院创新强校工程项目(2023YBSK042)
大学生创新创业训练计划项目(CXCY202401232)。
关键词
农产品直播
社交媒体
SICAS模型
直播营销
乡村振兴
区域经济
live streaming of agricultural products
social media
SICAS model
live streaming marketing
rural revitalization
regional economy
