【摘要】 文章基于迁徙理论，构建了推-拉-锚定模型，从驱动效应及锚定效应视角出发，探究电商直播背景下Z世代对农产品购买意愿的影响因素。通过对214份调查问卷使用SPSS 25.0及AMOS 23.0进行信效度分析和回归分析，结果表明：驱动效应中推力因素（直播体验）、拉力因素（农产品特征）会对消费者信任产生正向影响，从而进一步影响购买意愿，消费者信任在驱动效应中起部分中介作用；锚定效应中锚定因素会正向影响顾客惰性，进而影响购买意愿，且顾客惰性在锚定效应中起部分中介作用。基于该研究成果，农产品电商直播应增强直播间直播体验、提高对推荐农产品的选择标准及关注观众的情绪状态，如顾客的惰性状态。更多还原

【Abstract】 Based on the migration theory, a push-pull-mooring model is constructed, and the influencing factors of Generation Z′s willingness to purchase agricultural products in the context of live commerce are empirically studied from the perspective of driving effect and lock-in effect. Through the reliability and validity analysis and regression analysis of 214 questionnaires using SPSS 25.0 and AMOS 23.0, the results show that the push factor(live broadcast experience) and the pull factor(agricultural product characteristics) in the driving effect will have a positive impact on customer trust, thus further affecting the purchase willingness, so customer trust plays a partial intermediary role in the driving effect; In the lock-in effect, the lock-in factors will positively affect customer inertia, and then affect their purchase willingness, so customer inertia plays a partial intermediary role in the lock-in effect. Based on the research results, live commerce of agricultural products should enhance the live broadcast experience, improve the selection criteria for recommended agricultural products, and pay attention to the psychological state of the audience, such as the inertia of customers.更多还原