电商平台直播助农中消费者购买意愿影响因素研究——基于DEMATEL-ISM-MICMAC法

Research on the Influencing Factors of Consumers’ Purchase Intention in Live Streaming for Rural Development on E-Commerce Platforms—Based on DEMATEL-ISM-MICMAC Method

摘要: 电商直播销售地方特色农产品已经成为助力乡村经济发展的重要阵地。在数字经济发展的背景下，电商直播为农产品销售模式带来了创新变革，成为促进农产品流通和乡村振兴的关键途径。本文基于文献研究和专家咨询，从直播环境、电商平台、产品感知以及服务体验四方面识别出11个影响因素，运用DEMATEL-ISM-MICMAC法对影响因素之间的作用关系、层级结构和属性划分进行深入分析。结果表明：直播互动性专业性、弹幕正面评价、电商平台品牌形象与直播信息可靠性是影响消费者采取购买行为的重要指标；电商平台形象与直播信息可靠性驱动力最强，是根本的影响因素。据此，为进一步提升助农直播产品销售额，需从优化农户服务、创新直播形式和加大平台营销监管方面着手，共同推动助农直播行业的健康发展，提升消费者的购买意愿和满意度。

Abstract: Livestream sales of local agricultural products have become an important battleground for boosting rural economic development. Under the background of digital economy development, livestream sales have brought innovative changes to agricultural product sales models and become a key approach to promoting agricultural product circulation and rural revitalization. This paper is based on literature research and expert consultation, and identifies 11 influencing factors from four aspects of live streaming environment, e-commerce platform, product perception, and service experience through a systematic review. The DEMATEL-ISM-MICMAC method is used to deeply analyze the interaction relationships, hierarchical structure, and attribute classification of the influencing factors. The results show that the professional interaction of live broadcast, the positive evaluation of bullet screen, the brand image of e-commerce platform and the reliability of live broadcast information are the important indicators that affect consumers’ purchase behavior. The image of e-commerce platform and the reliability of live information have the strongest driving force and are the fundamental influencing factors. Therefore, in order to further improve the sales of agricultural live broadcast products, it is necessary to optimize farmer services, innovate live broadcast forms and increase platform marketing supervision, jointly promote the healthy development of agricultural live broadcast industry, and improve consumers’ purchase willingness and satisfaction.