中国渔业经济2026，Vol.44Issue(5)：96-109,14.
电商直播模式下消费者水产品购买意愿研究
A study on consumers' willingness to purchase aquatic products under the e-commerce live streaming model
摘要
Abstract
Live streaming e-commerce of aquatic products brings consumers more convenient,efficient,and high-quality shopping experiences,driving the transformation and upgrading of the aquatic products industry.However,due to the inherent characteristics of aquatic products and consumer inertia,the development of aquatic product live streaming e-commerce faces challenges.Based on 816 valid questionnaires and constructing an analytical framework through the SOR theory and scene theory,this study investigates the impacts of immersive experience,live streaming interaction,anchor characteristics,and price promotion on consumers' purchase intention of aquatic products in live streaming e-commerce,while analyzing the mediating roles of perceived value and consumer trust.The results demonstrate that immersive experience,live streaming interaction,anchor characteristics,and price promotion all exert positive effects on consumers' perceived value and trust.Through the mediating roles of perceived value and consumer trust,these factors positively influence purchase intention.Accordingly,this paper proposes recommendations from various aspects:creating immersive live streaming scenarios,enhancing interaction quality,improving anchor professionalism,and implementing reasonable product pricing,aiming to provide practical guidance for the sustainable development of aquatic product live streaming e-commerce.关键词
电商直播/SOR理论/场景理论/水产品/消费者购买意愿Key words
e-commerce live streaming/SOR theory/scene theory/aquatic products/consumer purchase intention分类
管理科学引用本文复制引用
常健聪,康晨皓..电商直播模式下消费者水产品购买意愿研究[J].中国渔业经济,2026,44(5):96-109,14.基金项目
本文受教育部人文社会科学研究规划基金"我国零售业对接'一带一路'市场的'全球本土化'战略研究"(17YJA790007)项目资助. （17YJA790007）
