基于问卷统计调查的农产品直播电商消费者购买意愿影响因素分析

Analysis of Factors Influencing Consumers’ Purchasing Intention in Agricultural Product Live E-Commerce Based on Questionnaire Survey

摘要: 现今直播带货已经是司空见惯的现象，直播购物早已是网民的主要购物途径。直播也使得农产品的销售链条得以延长，创新了农产品的销售模式，为农产品创造新的生机。本文旨在结合4A营销理论，从产品创新、产品和品牌价值、购买方式、交互四个维度出发，研究农产品直播电商影响消费者购买意愿的因素。通过线上线下开展问卷调查，并对收集的数据进行实证分析验证假设，再进一步基于得出的结论作出解释。

Abstract: Nowadays, live streaming has become a common phenomenon, and live shopping has long been the main shopping channel for netizens. Live streaming has also extended the sales chain of agricultural products, innovated the sales model of agricultural products, and created new vitality for agricultural products. This paper aims to combine the 4A marketing theory, starting from the four dimensions of product innovation, product and brand value, purchase method, and interaction, to study the factors affecting consumers’ willingness to buy through live streaming e-commerce of agricultural products. Through online and offline questionnaire surveys, empirical analysis of the collected data is conducted to verify the hypothesis, followed by explanations based on the conclusions drawn.