The e-commerce live streaming model provides new opportunities for agricultural product marketing,live streaming sales can drive the development of agricultural e-commerce through internet celebrity traffic response,interactive effects in live streaming rooms,and consumer experience effects.Taking the live streaming marketing of Shaanxi Province's agricultural products as the research object,according to the survey data of 233 valid questionnaires on e-commerce live streaming of Shaanxi Province's agricultural products,the impact mechanism of live streaming sales marketing model on consumers'decision-making to purchase Shaanxi Province's agricultural products was analyzed.The constructed model covers four characteristic factors,such as e-commerce live streaming service quality,agricultural product quality,anchor professionalism and live streaming promotion intensity,through variable reliability,validity testing,and factor analysis,the satisfaction scores of consumers towards Shaanxi Province's agricultural products under the e-commerce live streaming model was explored.The study shows that the quality of e-commerce live broadcasting services,the quality of agricultural products,the degree of professionalism of the anchor and the strength of live broadcasting promotions have a positive correlation driving effect on the purchase decision of consumers.Based on the actual situation of Shaanxi Province's agricultural product e-commerce live streaming,suggestions and countermeasures are proposed to promote the development of Shaanxi Province's agricultural product e-commerce live streaming marketing and expand the market sales scale of Shaanxi Province's agricultural products.
关键词
电商直播/农产品/购买决策/网络主播/陕西省
Key words
e-commerce live streaming/agricultural products/purchase decision/web anchor/Shaanxi Province
维普
万方数据