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论文编号：	15064
作者编号：	2120213474
上传时间：	2024/12/10 4:47:29
中文题目：	基于用户购买意愿的农产品电商直播发展对策研究
英文题目：	Research on the Development of Agricultural Products E-commerce Live Streaming Based on Users'' Purchase Intention
指导老师：	樊振佳
中文关键字：	农产品电商；电商直播；用户购买意愿；SOR理论；心理契约
英文关键字：	agricultural products e-commerce; e-commerce live streaming; users’ purchase intention; SOR; psychological contract
中文摘要：	随着互联网技术的飞速发展与广泛应用，电商直播营销日益繁荣。在国家大力推动智慧乡村与数字乡村建设，强调数据赋能、技术创新、场景拓展与乡村全面振兴的背景下，农产品电商直播作为一种新兴业态，为激活农村经济注入了新活力。然而，农产品电商直播的发展面临着诸多挑战，其中提升用户购买意愿成为亟待解决的关键问题。 本研究基于SOR理论、人-货-场以及心理契约理论，深入探讨了农产品直播营销情境下影响用户购买意愿的因素。通过抓取并分析抖音平台直播间超过70万条弹幕数据，从人、货、场三个维度识别并提炼出14个变量。其中，“人”的维度包括主播形象、主播互动、用户评论内容及用户情感；“货”的维度涵盖产品新鲜度、权威背书、季节性、绿色定位及助农属性；“场”的维度则聚焦于产地场景与氛围线索。以心理契约为中介变量，购买意愿为因变量，健康意识为调节变量，本研究构建了研究假设与理论模型。通过发放并收集457份有效问卷，运用SPSS和AMOS软件进行数据分析，包括描述性统计、共同方法偏差检验、信效度分析、结构方程模型分析、中介效应分析及调节效应分析。 研究结果表明：农产品直播营销情境下，“人”维度中的主播形象、主播互动、用户评论内容、用户情感显著影响用户心理契约；“货”维度中的新鲜度、权威背书、绿色定位、助农属性显著影响用户的交易型心理契约，新鲜度、绿色定位、助农属性显著影响用户的关系型心理契约；“场”维度中的产地场景显著影响用户心理契约；用户心理契约对其购买意愿具有显著影响；用户心理契约在人、货、场维度要素与用户购买意愿之间起到部分中介作用；用户健康意识在新鲜度、权威背书、季节性、绿色定位、助农属性等“货”维度因素与心理契约之间起到调节作用。基于上述发现，本研究为农产品电商直播发展提出了相关建议，包括完善政策机制、加强监管力度、丰富直播内容与营销手段、提升主播素养与法律意识、提高农产品质量与品牌形象、完善物流体系与售后服务，并指出研究的局限性与未来研究方向。图2幅，表42个，参考文献96篇。
英文摘要：	With the swift evolution and widespread adoption of Internet technology, e-commerce live streaming marketing has flourished significantly. Amidst the national call for fostering smart and digital rural areas, integrating data, innovating digital technologies, expanding application scenarios, and comprehensively revitalizing rural areas, agricultural products e-commerce live streaming has emerged as a novel opportunity to bolster the rural economy. However, the development of agricultural products e-commerce live streaming confronts various challenges, with enhancing users’ purchase intention being a paramount concern. Drawing upon SOR theory, the people-product-place framework, and psychological contract theory, this thesis delves into the influencing factors of users’ purchase intention within the context of agricultural product live streaming marketing. By analyzing over 700,000 bullet chat data from the popular Douyin (TikTok) platform’s live streaming room, 14 variables were identified and categorized across the dimensions of people, product, and place. Specifically, the people dimension encompasses the anchor’s image, interaction, user comment content, and sentiment. The product dimension features freshness, authoritative endorsements, seasonality, green positioning, and agricultural support attributes, while the place dimension highlights the origin scenario and atmosphere cues. Employing psychological contract as the mediating variable, purchase intention as the dependent variable, and health awareness as the moderating variable, this study formulates research hypotheses and constructs a theoretical model. A total of 457 valid questionnaires were collected, and the data were rigorously analyzed using SPSS and AMOS, encompassing descriptive statistics, common method bias tests, reliability and validity analyses, structural equation modeling, mediation effect analysis, and moderation effect analysis. The findings reveal that: Factors within the people dimension positively influence users’ psychological contracts. Factors within the product dimension positively impact both transactional and relational psychological contracts, with varying degrees of influence. The "place" dimension, particularly the origin scenario, significantly strengthens users’ psychological contracts. Users’ psychological contracts exert a pronounced positive effect on their purchase intention. Psychological contracts partially mediate the relationship between factors across the people, product, and place dimensions and users’ purchase intention. Users’ health awareness moderates the influence of product dimension factors on psychological contracts. Based on these findings, this study proposes relevant suggestions for the development of e-commerce live streaming for agricultural products, including improving policy mechanisms, strengthening supervision, enriching live streaming content, enhancing users’ experience, upgrading anchors’ literacy and legal awareness, improving agricultural product quality and brand image, perfecting the logistics system and after-sales service, and points out the limitations of the research and directions for future studies. This paper includes 2 Figures, 42 Tables, 96 References.
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