E-commerce live streaming,value perception,and purchase intention of geographical indication agricultural products
The comprehensive implementation of the rural revitalization strategy and the policy guidance of"promo-ting agricultural development and realizing rural revitalization through digital economy and e-commerce"provide good opportunities for the development of geographical indication agricultural products,and e-commerce live streaming provides consumers with a good situational experience for purchasing.By collecting data through a survey questionnaire and using SPSS and Amos software to conduct statistical analysis and path hypothesis testing,this pa-per explores the impact of e-commerce live streaming on consumers'willingness to purchase geographical indica-tion agricultural products and tests the mediating effect of value perception.The results show that:1 )Under the e-commerce live streaming model,the professionalism and subjective norms of the anchor have a significant impact on consumers'purchase intention,and the promoting effect of subjective norms is more significant,but the promoting effect of information participation is not significant.2)Value perception trust has a significant impact on consumer purchasing decisions and plays a significant mediating effect between e-commerce live streaming and purchase in-tention.3)Value perception risk is an effective factor affecting consumers'purchase intention,but the mediating effect is not significant.Finally,based on the research findings,this paper puts forward some countermeasures and suggestions to enhance consumers'purchase intention.
e-commerce live streamingperception trustgeographical indication agricultural productspurchase intention
NETL
NSTL
万方数据
