摘要
Abstract
Due to the rapid development of social media,people's consumption patterns have changed,so it is particularly necessary to study the online live marketing of agricultural products.Based on SICAS consumer behavior model,this paper makes an empirical analysis by using questionnaire data and structural equation model to study the influencing factors of direct marketing of agricul-tural products in Shanghai.The results show that brand perception has a significant positive effect on interest,interactive communication and consumer behavior,which shows that brand percep-tion affects most factors.Interactive communication has a direct impact on consumer behavior and feedback sharing,and at the same time,feedback sharing significantly affects consumer behavior.Among these factors that affect consumer behavior,the degree of interest is the greatest.Accord-ing to the research conclusion,this paper puts forward some optimization suggestions on brand perception,interest,interactive communication and feedback sharing of live marketing of agricul-tural products in Shanghai.关键词
上海市/农产品/直播营销/SICAS消费者行为模型Key words
shanghai/agricultural products/live marketing/SICAS consumer behavior model分类
管理科学
