Impact of place-of-origin image of agricultural products on consumers' purchase intention:moderating effect of psychological distance in the context of e-commerce live streaming
Based on the Stimulus-Organism-Response theory and psychological distance theory,this paper explores the mechanism of the effect of place-of-origin image of agricultural products on consumers'purchase intention in a live streaming scenario with pleasure and arousal as mediating variables and psychological distance as a moderating variable.The results show that the place-of-origin image of agricultural products has a significant positive effect on consumers'purchase intention under e-commerce live streaming scenario.The place-of-origin image of agricultural products significantly and positively influences the pleasure and arousal of consumers.Pleasure and arousal play mediating roles between place-of-origin image of agricultural products and purchase intention.Arousal and pleasure play chain mediating roles in the influence of place-of-origin image on purchase intention.Psychological distance moderates the relationship between place-of-origin image and arousal,and the closer the psychological distance,the stronger the influence of place-of-origin image on arousal.The conclusions enrich the empirical research on the place-of-origin image of agricultural products and consumers'purchase intention in the context of e-commerce live streaming,which provides basis for management decision of agricultural products live streaming.
万方数据
