智慧农业导刊2023，Vol.3Issue(24)：7-11,15,6.DOI:10.20028/j.zhnydk.2023.24.002
农产品直播中消费者购买意愿影响因素研究
程韵迪1
作者信息
- 1. 香港教育大学教育研究学院,香港 999077
- 折叠
摘要
Abstract
With the development of online shopping,e-commerce livestreaming is becoming an interesting,powerful and popular online product sales channel,it is a new mode of operation,relying on the network,intelligent logistics,to achieve an effective combination of online and offline.With the support from the government,agriculture has a lot of room for development.Therefore,the research on the purchase intention of agricultural products under the e-commerce mode is also very important to the development of agricultural products in China's market and the growth of e-commerce platform companies.Through theoretical research and empirical analysis,this paper uses e-commerce model to study Chinese consumers'purchase intention for agricultural products promoted via livestreaming,uses SPSS software to analyze the tested sample data,and draws a conclusion.关键词
农产品/电商直播模式/消费者/购买意愿/影响因素Key words
agricultural product/e-commerce livestreaming mode/consumers/purchase intention/influencing factor分类
管理科学引用本文复制引用
程韵迪..农产品直播中消费者购买意愿影响因素研究[J].智慧农业导刊,2023,3(24):7-11,15,6.
