农产品直播购物的影响因素及作用机制研究

Research on Influencing Factors and Mechanism of Agricultural Products Live-Streaming Shopping

摘要: 数字乡村建设背景之下，直播电商已经成为农产品产销对接、带动农户增收的重要渠道。农产品具备易腐、非标、地域属性突出等特征，其直播消费的影响逻辑与普通工业品存在明显区别。现有实证类文献多基于问卷、情景实验检验单一变量效应，但缺少整合性理论框架梳理。本文以新零售“人–货–场”分析框架为总纲，融合信号理论、社会临场感理论，采用文献研究、理论推演与情景范式分析方法，对主播特征、产品特征、直播背景特征三大前因变量开展多维度解构，整合构建可供后续实证检验的农产品直播购物概念模型，并提出系列研究命题，系统阐释各要素的潜在作用路径。本研究的贡献在于系统梳理现有研究成果，搭建整合性理论分析框架，为后续实证研究提供理论假设来源，同时为农户、平台以及运营主体优化农产品直播实践提供理论参考。

Abstract: Under the background of digital rural construction, live-streaming e-commerce has become an important channel for the connection of production and sales of agricultural products and the increase of farmers’ income. Agricultural products are characterized by perishability, non-standardization and prominent regional attributes, and the influencing logic of live-streaming consumption is obviously different from that of ordinary industrial goods. Existing empirical literature mostly tests the effect of single variables based on questionnaires and scenario experiments, while integrated theoretical framework sorting is insufficient. This paper takes the “people-product-scene” framework of new retail as the general guideline, integrates signaling theory and social presence theory, adopts literature research, theoretical deduction and scenario paradigm analysis, conducts multi-dimensional deconstruction on three antecedent variables, including streamer characteristics, product characteristics and live-streaming background characteristics, constructs a conceptual model of agricultural products live-streaming shopping for subsequent empirical test, and puts forward a set of research propositions to systematically explain the potential action paths of each element. The contributions of this study lie in systematically sorting out existing literature and establishing an integrated theoretical analytical framework, which provides theoretical hypotheses for future empirical research, as well as theoretical reference for farmers, platforms and operators to optimize agricultural live-streaming practice.