农业现代化研究2024，Vol.45Issue(3)：509-519,11.DOI:10.13872/j.1000-0275.2024.0052
直播电商对农村居民在线消费行为的影响研究
The influences of live E-commerce on rural residents' online consumption behavior:A case study of Heilongjiang Province
摘要
Abstract
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.关键词
直播电商/农村居民消费/说服理论/SOR模型/结构方程模型Key words
live E-commerce/rural residents'consumption/persuasion theory/SOR model/structural equation model分类
经济学引用本文复制引用
崔宁波,范筱璠,赵端阳..直播电商对农村居民在线消费行为的影响研究[J].农业现代化研究,2024,45(3):509-519,11.基金项目
国家社会科学基金项目(23BJY188,20BJY149). National Social Science Foundation of China(23BJY188,20BJY149). （23BJY188,20BJY149）
