数字赋能背景下农户农产品电商采纳行为的影响因素与营销优化路径研究

Research on the Influencing Factors and Marketing Optimization Paths of Farmers’ E-Commerce Adoption Behavior for Agricultural Products in the Context of Digital Empowerment

摘要: 近年来，电商化脚步越来越远，农村电商也在快速发展。探讨农户农产品是怎样和农村电商市场保持同步发展的意义深远。正是有了农村电商这一新时代产物，才让农产品走出乡村进入城市成为可能。农户是农村电商行为的最小单元，因此农户对于农产品电商有多大的采纳程度，直接影响农村电商的发展。所以就要从几个不同的角度出发，进一步讨论是什么在影响农户对农产品电商的采纳行为。想要对于电商营销路径进行优化，要用农产品本身的优点作为核心，将直播带货等销售手段进行迭代。在这个过程中，要充分发挥直播带货的优势所在，从降低中间环节的消耗到加快把农产品送到购买者手上的过程着手。在运营的前期，主播在直播间里使用幽默语言可以吸引消费者购物，并且可以根据消费者的反馈改进直播内容，加强卖货手段。想在农村电商的发展上锦上添花，需要形成良好的营销产业链，既结合农村电商得天独厚的优势，又要克服其中的一些问题。

Abstract: Nowadays, with the rapid advancement of e-commerce, rural e-commerce is also developing quickly. It is of profound significance to explore how agricultural products keep pace with the rural e-commerce market. It is precisely because of rural e-commerce, a product of the new era, that agricultural products can make their way from villages to cities. Farmers are the fundamental units of rural e-commerce activities, so the extent to which they adopt e-commerce for agricultural products directly impacts the development of rural e-commerce. Therefore, it is necessary to further discuss, from several different perspectives, what influences farmers’ adoption of e-commerce for agricultural products. To optimize e-commerce marketing strategies, the inherent advantages of agricultural products should be taken as the core, while sales methods such as live-streaming commerce should be iterated. In this process, the advantages of live-streaming commerce should be fully leveraged, from reducing the costs of intermediate links to accelerating the process of delivering agricultural products to buyers. In the early stages of operation, humorous language used by hosts in live streams can attract consumers to make purchases, and improvements can be made to the live-streaming content based on consumer feedback to enhance sales techniques. To add the finishing touch to the development of rural e-commerce, a well-functioning marketing industry chain must be established, one that combines the unique advantages of rural e-commerce while overcoming some of its inherent challenges.