农产品电商直播顾客导向对购买意愿的影响研究

Research on the Impact of Customer Orientation in Agricultural Product E-Commerce Livestreaming on Purchase Intention

摘要: 在农产品电商直播中，顾客导向行为如何转化为消费者购买意愿是一个重要议题。文章将顾客导向区分为关系型与任务型两个维度，以感知价值为中介变量，基于SOR理论构建理论模型。通过逻辑推演提出：关系型顾客导向主要通过提升享乐价值与社会价值驱动购买意愿；任务型顾客导向主要通过提升功能价值驱动购买意愿；两种导向对感知价值各维度的影响存在非对称性，且二者存在正向交互效应。研究深化了顾客导向理论在直播情境中的适用性，揭示了两种顾客导向差异化的作用路径，为农产品直播运营提供了理论依据。

Abstract: In agricultural e-commerce live streaming, how customer-oriented behaviors translate into consumers’ purchase intention is an important issue. This paper distinguishes customer orientation into two dimensions: relational and task orientation. Taking perceived value as the mediating variable, a theoretical model is constructed based on the SOR (Stimulus-Organism-Response) framework. Through logical deduction, it is proposed that relational customer orientation primarily drives purchase intention by enhancing hedonic value and social value, whereas task customer orientation mainly drives purchase intention by enhancing functional value. The two orientations exert asymmetric effects on different dimensions of perceived value, and they also exhibit a positive interaction effect. This study deepens the applicability of customer orientation theory in the livestreaming context, reveals the differentiated paths through which the two types of customer orientation operate, and provides a theoretical basis for the operation of agricultural product live streaming.