Study on the influencing factors of consumers'purchase decisions of fresh agricultural products on mobile live e-commerce platforms
With the popularization of mobile Internet and the rapid development of webcasting,"live e-commerce"shopping has gradually become an important form of consumption in people's daily life.Along with the rise of live e-commerce industry,fresh agricultural products,as an indispensable part of people's daily life,begin to join this trend.Based on the Howard-Sheth model,this paper explores the factors affecting consumers'purchasing decisions of fresh produce on the mobile live broadcasting e-commerce platform by utilizing the theory of perceived value,and finally takes the quality of agricultural products,logistics service,anchor professionalism and live broadcasting interactivity as the inputs and stimuli of the theoretical model,with time pressure as the extrinsic factor,and perceived value as the intrinsic factor,and consumers'purchasing decisions as the response output factor,so as to construct a mobile live broadcasting e-commerce platform.Based on the model and the proposed research hypotheses,this paper adopts questionnaire survey and structural equation modeling to conduct empirical analysis,and comes up with the following results:the quality of agricultural products,the professionalism of the anchor,the live broadcast interactivity and the time pressure have a significant positive impact on the perceived value;the logistics service has no significant impact on the perceived value;and the perceived value has a significant positive impact on the consumers'purchasing decision.According to the research findings,relevant management methods such as strictly controlling the quality of agricultural products,improving the logistics service system,enhancing the professionalism of anchors,strengthening the interactive communication of live broadcasting and creating an atmosphere of time pressure are proposed.
live e-commercefresh produceHoward-Sheth modelperceived valuepurchase decision
万方数据
维普
