The impact of consumer emotions on the purchasing behavior of fresh agricultural products consumers——Research based on the context of online live streaming
Emotional interaction in the process of webcasting plays a role in maintaining the bond of consumer relationship. In order to better promote the purchase of fresh agricultural products through live webcast and drive the direct sales of fresh agricultural products,this paper conducts a mechanism study on the role of emotional factors of consumers in live webcast. This paper firstly analyzes the influence mechanism of emotional factors on the transformation of purchase intention to purchase behavior in fresh produce webcast from the theoretical point of view,then confirms the inconsistency between intention and behavior by using paired-sample t-test in quantitative analysis,and examines the moderating effect of emotional factors by using stratified regression and group regression. The results showed that pleasant emotions,negative emotions and trust emotions had s ignificant moderating effects on the conversion of consumers' purchase intentions into purchase behaviors. Specifically,the pleasant emotions evoked by the live-streaming rush atmosphere and the trust emotions of consumers in the officer live-streaming context effectively promote the conversion of intentions to behaviors,while the negative emotions in the negative social environment hinder the achievement of consumption behaviors.
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