电商营销策略对消费者助农产品购买意愿的影响

The Impact of E-Commerce Marketing Strategies on Consumers’ Purchase Intention toward Agricultural Products for Poverty Alleviation

摘要: 在乡村振兴战略背景下，电商营销已成为助农产品销售的重要渠道，但助农产品面临品牌认知度低、标准化不足、消费者信任缺失等挑战。本文基于SOR理论、信任理论、感知价值理论和计划行为理论，系统分析了电商营销策略对消费者助农产品购买意愿的影响机制。研究表明，直播营销通过可视化展示、实时互动和主播专业性提升消费者信任和临场感；内容营销与社群运营通过情感连接、用户参与和UGC口碑传播增强品牌认同；供应链透明和品牌建设通过降低感知风险和强化多维价值影响购买决策。基于地域特征的消费者分类研究发现，城市、县镇和农村消费者对不同营销策略的响应存在显著差异。城市消费者注重品质体验和情感价值，县镇消费者对价格促销和实用信息敏感度高，农村消费者依赖熟人网络和线下服务。研究提出针对性的营销优化建议和跨策略协同方案，为电商平台提升助农产品销售效能提供理论参考和实践指引。

Abstract: In the context of the rural revitalization strategy, e-commerce marketing has become a crucial channel for selling agricultural products for poverty alleviation. However, these products face challenges including low brand awareness, insufficient standardization, and consumer trust deficits. Based on SOR theory, trust theory, perceived value theory, and the theory of planned behavior, this study systematically analyzes the impact mechanisms of e-commerce marketing strategies on consumers’ purchase intention toward agricultural products for poverty alleviation. The findings indicate that live streaming marketing enhances consumer trust and presence through visual displays, real-time interaction, and streamer professionalism; content marketing and community operation strengthen brand identity through emotional connection, user participation, and UGC word-of-mouth communication; supply chain transparency and brand building influence purchase decisions by reducing perceived risk and reinforcing multidimensional value. Consumer segmentation based on geographic characteristics reveals significant differences in responses to various marketing strategies among urban, county-town, and rural consumers. Urban consumers prioritize quality experience and emotional value, county-town consumers demonstrate high sensitivity to price promotions and practical information, while rural consumers rely on acquaintance networks and offline services. The study proposes targeted marketing optimization recommendations and cross-strategy synergy solutions, providing theoretical references and practical guidance for e-commerce platforms to enhance the sales effectiveness of agricultural products for poverty alleviation.