兴趣电商模式下农产品消费行为演进与营销策略研究

Research on the Evolution of Agricultural Product Consumption Behavior and Marketing Strategies under the Interest-Based E-Commerce Model

摘要: 随着兴趣电商的崛起，农产品营销模式正经历一场深刻的范式转移。传统的“人找货”搜索电商模式，正逐渐被兴趣电商“货找人”的推荐逻辑所补充甚至替代。本研究旨在探讨农产品消费在兴趣电商模式下，如何从一个偶然的“兴趣触发”开始，经历认知、体验与关系深化，最终形成跨越多个平台的“全域忠诚”。论文首先剖析了兴趣电商的核心机制及其对农产品消费行为的重塑作用，进而构建了一个包含“兴趣触发–临场体验–信任转化–社群沉淀–全域忠诚”五个阶段的消费行为演进模型。通过对当前农产品兴趣电商实践的观察，本研究识别出其在内容同质化、信任脆弱、流量依赖性强及全域整合不足等方面的现实困境。最后，针对上述困境及行为演进的各阶段，提出了系统性的营销策略：包括以沉浸式内容实现精准触发、以品控与透明度构建深度信任、以私域运营实现用户沉淀、以及以数据驱动实现全域融合。本研究为农产品电商从业者理解新消费行为、制定长效营销策略提供了理论框架与实践指引，对推动“数商兴农”战略的深化实施具有参考意义。

Abstract: With the rise of interest e-commerce, the marketing model for agricultural products is undergoing a profound paradigm shift. The traditional “person searches for goods” model of search e-commerce is gradually being supplemented or even replaced by the “goods find people” recommendation logic of interest e-commerce. This study aims to explore how the consumption of agricultural products under the interest e-commerce model begins with an accidental “interest trigger”, progresses through cognition, experience, and relationship deepening, and ultimately forms “omni-channel loyalty” across multiple platforms. The paper first analyzes the core mechanism of interest e-commerce and its reshaping effect on the consumer behavior of agricultural products. It then constructs an evolution model of consumer behavior comprising five stages: “interest trigger - telepresence experience - trust conversion - community sedimentation - omni-channel loyalty”. Through observation of current practices in agricultural interest e-commerce, this study identifies practical dilemmas such as content homogenization, fragile trust, strong dependence on traffic, and insufficient omni-channel integration. Finally, in response to the above dilemmas and each stage of behavioral evolution, systematic marketing strategies are proposed: including using immersive content for precise triggering, building deep trust through quality control and transparency, achieving user sedimentation through private domain operations, and realizing omni-channel integration through data-driven strategies. This study provides a theoretical framework and practical guidance for agricultural e-commerce practitioners to understand new consumer behaviors and formulate long-term marketing strategies, offering reference significance for promoting the deep implementation of the “Promoting Agriculture through Digital Commerce” strategy.