智慧农业导刊2025，Vol.5Issue(5)：102-106,5.DOI:10.20028/j.zhnydk.2025.05.023
直播带货情景下农产品销售的影响因素探究
摘要
Abstract
With the development of mobile Internet and the deepening development of e-commerce,online live broadcasting has become a new form of e-commerce development.Live broadcast bringing goods promotes the expansion of the agricultural product sales market and can largely solve the problem of slow sales of agricultural products.Based on summarizing and analyzing domestic and foreign data,data were collected in the form of questionnaires,and SPSS and AMOS software were used to complete statistics to establish structural equation models and conduct discriminant analysis.The results found that the main factors affecting consumers'purchase of agricultural products in the live broadcast room are the price,after-sales service,and quality of agricultural products,among which the price of agricultural products has the most significant impact.Based on this,suggestions are put forward for the sale of agricultural products under the live broadcast scenario to further improve sales efficiency and increase farmers'sales channels.关键词
网络直播/农产品/消费者购买意愿/结构方程模型/影响因素Key words
webcast/agricultural product/consumers'willingness to purchase/structural equation model/influencing factors分类
管理科学引用本文复制引用
魏红宇,官淑琪,魏雅妮,肖巧伶,赵楠楠,汤逸繁..直播带货情景下农产品销售的影响因素探究[J].智慧农业导刊,2025,5(5):102-106,5.基金项目
江汉大学2023年度大学生科研项目(2023zd006) （2023zd006）
