直播助农消费者信任影响因素调查研究

Research on Consumer Trust Influencers in Agricultural Livestreaming

摘要: 本研究基于S-O-R理论模型，探讨直播助农中消费者信任的影响机制，聚焦地域文化符号的中介作用。通过问卷调查与数据分析，发现直播平台、产品本身显著正向影响信任感知；产品品牌与产品本身有效激发地域文化感知。信任感知与地域文化感知共同促进购买意愿，且地域文化感知亦强化信任。据此提出构建可信交互平台、优化产品供应链、培养专业主播及挖掘地域文化等策略，为提升直播助农实效与构建可持续信任机制提供理论与实践参考。

Abstract: Based on the S-O-R theoretical model, the influence mechanism of consumer trust in agricultural livestreaming was examined, with a focus on the mediating role of regional cultural symbols. Through questionnaire surveys and data analysis, livestreaming platforms and product quality were found to positively influence trust perception. Product branding and product quality were effectively shown to stimulate regional cultural perception. Trust perception and regional cultural perception were both found to promote purchase intention, with regional cultural perception also strengthening trust. Accordingly, strategies are proposed for constructing a reliable interactive platform, optimizing the product supply chain, training professional hosts, and exploring regional cultural elements. These strategies provide theoretical and practical references for enhancing the effectiveness of agricultural livestreaming and establishing a sustainable trust mechanism.