网络直播背景下城镇居民农产品消费意愿与行为一致性研究

Research on Consistency of Intention and Behavior of Urban Residents to Purchase Agricultural Products from Live Streaming

摘要: 网络直播的兴起给农产品滞销问题及乡村发展带来了新的思路，但由于农产品网络直播仍然处于发展初期，居民的消费意愿难以转化为实际下单行为，这并不利于农产品网络直播的长远发展。为此，以具有网络直播购物经验的城镇居民为研究对象，运用二元Logistic回归模型对农产品网络直播消费意愿与行为一致性的影响因素进行分析，研究发现：女性、26~35岁的城镇居民更容易将自身的消费意愿转化为消费行为；观看网络直播时长、主播专业性、互动性、产品挑选服务及农产品质量安全监管力度感知能有效促进消费者将其消费意愿转化为实际消费行为，即更加容易实现消费意愿与行为一致性；而价格、产品损坏感知、产品新鲜度感知及产品质量安全感知对农产品网络直播消费意愿与行为一致性具有显著负向影响。

Abstract: The rise of webcast has brought new ideas to the problem of unsalable agricultural products and rural development. However, since the webcasting of agricultural products is still in the early stage of development, it is difficult for residents’ consumption willingness to translate into actual ordering behavior, which is not conducive to the long-term development of webcasting of agricultural products. To this end, this research takes urban residents with online live shopping experience as the research object, and uses the binary logistic regression model to explore the factors that affect the consumption intention and behavior consistency of agricultural products in the live broadcast. The research found that: Female and 26~35 years old urban residents are more likely to transform their consumption intention into behavior; the length of time to watch the webcast, the professionalism of the anchor, the interactivity, the product selection service and the perception of the quality and safety supervision of agricultural products can effectively promote consumers to convert their consumption willingness into reality consumer behavior is easier to achieve the consistency of consumption intention and behavior; while price, product damage perception, product freshness perception, and product quality and safety perception have a significant negative impact on agricultural product webcast consumption willingness and behavior consistency.