Study on the Influencing Factors of Purchasing Intention of Agricultural Products——Interaction Effects Based on Scene Framework and Information Type
The No.1 central document for 2023 was released to encourage the construction of direct broadcast e-commerce bases for agricultural and sideline products.However,at present,there are problems such as homogenization of content and weak stickiness of fans,which seriously restricts the development of agricultural products in China.In order to optimize the live broadcast mode of agricultural products and realize the empowerment of live broadcast e-commerce,this paper studies the internal mechanism of the scene framework and information types of live broadcast of agricultural products from the perspective of consumer purchase psychology.The results show that the use of emotional cont ent output in the production traceability scenario can better arouse emotional resonance and improve purchase intention.In the private broadcast room scenario of anchors,high-quality and professional information content can significantly reduce the uncertainty related to purchase and improve trust.The research results reveal the internal connection mechanism between the scene frame and information type of agricultural products live broadcast and consumers'purchase intention,and supplement the research on influencing factors of agricultural products live broadcast.The research results provide suggestions and support for farmers,enterprises and governments to optimize the relevant strategies and models of agricultural products livestreaming.
Rural revitalizationLive streaming e-commerce for agricultural productsScenario frameworkInformation type
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