The influences of live E-commerce on rural residents' online consumption behavior:A case study of Heilongjiang Province
Boosting rural consumption can provide strong support for expanding domestic demand and achieving high-quality economic development.Based on 430 rural residents'research data in Heilongjiang Province,combined with persuasion theory and the SOR model,a structural equation model is used to analyse the influence mechanism of live E-commerce on rural residents'online consumption behaviour,and the differences in the factors influencing the online consumption behaviour of rural residents with different characteristics are explored through multi-cluster analysis.The results show that:1)Anchor professionalism can indirectly influence rural residents'online consumption behavior through perceived usefulness and perceived trust;the quality of commodity information can directly influence rural residents'online consumption behavior,and can indirectly influence rural residents'online consumption behavior through perceived usefulness and perceived trust;the live E-commerce interactivity only has a direct influence on rural residents'online consumption behaviors;2)Perceived usefulness has a significant positive impact on perceived rust;3)With different gender,educational level and annual income level,rural residents'internal perception reacts differently to external stimulus,which results in different online consumption behaviors.Based on the above analysis results,this paper suggests:strengthening the supervision and management of live E-commerce broadcast to enhance rural residents'trust in live E-commerce consumption;increasing the publicity of live E-commerce consumption in rural areas to promote its'consumption;taking effective measures to help rural residents increase income and enhance their live E-commerce consumption power.
live E-commercerural residents'consumptionpersuasion theorySOR modelstructural equation model
国家科技期刊平台
NSTL
万方数据
