Research on Consumers'Purchase Intention and Behavior of Fresh Agricultural Products in the Network Broadcast——Analyzing the case of"Guangdong and Shaanxi 12 counties to be close to each other"and other live streaming cases to aid the agriculture
Clarifying consumers'purchase intention of fresh agricultural products and their behavioral conversion process in live streaming is crucial for promoting the healthy and sustainable development of live streaming of fresh agricultural prod-ucts.In this paper,we add contextual factors to construct a mechanism model of consumers'purchase behavior of fresh pro-duce live streaming on the Internet.Through the collection of questionnaires and the use of multi-cluster structural equation modeling for empirical testing,we find that 34.3%of the respondents who have the intention to purchase fresh produce through live streaming did not convert their purchase intention into actual purchase behavior.The external contextual factors play an important role in regulating the process of conversion from willingness to purchase.Among them,the strongest factor that promotes the conversion of behavior is natural and humanistic factor,followed by institutional normative factor and the weakest is market competition factors.Therefore,we can optimize the upstream path of agricultural products by strengthening quality supervision and humanistic brand building,establishing a sound after-sales service standard system and innovating the content of live streaming of agricultural products.
live streaming shoppingpurchase intentionbehavior transformationmulti-group analysis
NETL
NSTL
万方数据
