【作者】 王娟；

【导师】 张孝义；

【作者基本信息】 吉林大学 ， 农村发展（专业学位）， 2021， 硕士

【摘要】 当今社会,随着社交媒体经济爆炸式的增长、实时技术的迅猛发展、以及互联网新经济形式多样化发展的态势,“网红+直播”的互联网直播模式越来越受到消费者的认可。碎片化时间的管理推动了互联网直播时代的到来,同时互联网直播使得消费者能够实现在观看的同时购买产品,符合人们的消费习惯。农产品作为消费者日常生活中的必需品,也逐渐通过“网红+直播”的形式开始销售,并被消费者所接受。相对于处处受限的传统农产品销售模式,互联网直播销售模式受到越来越多的关注。消费者通过网红直播购买农产品的行为使得其从了解商品到完成购买行为之间的时间大大缩短,同时网红作为网络意见领袖通过直播营销农产品、分享传递农产品相关信息,开辟了农产品新销路、提高了与消费者的互动度,从而影响了消费者在购买行为中对网红直播营销农产品方式的情感依赖。基于S-O-R理论框架,利用网红直播营销农产品特征,本文构建实证模型来探究消费者通过网红直播购买农产品行为的影响因素。论文首先系统梳理了国内外关于网红直播、购买行为的相关文献,尤其是对互动营销理论、感知价值理论、消费行为理论、意见领袖理论和感知风险理论进行深入探讨;然后在此基础上,结合影响购买行为的因素,构建了理论模型并提出了研究假设;接着,结合文献中已有的成熟量表和本文的研究定义各研究变量,设计相对应的测量题项,形成完整的调查问卷;在实证分析部分,本文利用问卷所得数据对构建的模型和研究假设进行验证,包括描述性统计分析、信度与效度分析、验证性因子分析、相关性分析以及分层回归分析中介调节效应。最后,基于本文的研究结论,从政府、企业、网红自身和消费者等层面分别提出管理启示。从政府层面,开通官方渠道,给予网络营销保障体系以政策支持;从企业层面,应使得农产品受众和网红受众充分匹配,培养网红时要着重考虑网红对该农产品的专业性、网红与网友的互动性以及网红的吸引力;从网红自身层面,加强个人品牌的建设,注重多方面能力的培养,避免负面信息,保持良好声誉;从消费者层面,提高自身辨别信息的能力,避免盲目从众。更多还原

【Abstract】 In today’s society,with the explosive growth of social media economy,the rapid development of real-time technology,and the diversified development of new economic forms of the Internet,the Internet live broadcast mode of "web celebrity + live broadcast" has been more and more recognized by consumers.Fragmented time management promotes the advent of the era of Internet live broadcasting.Meanwhile,Internet live broadcasting enables consumers to buy products while watching,which is in line with people’s consumption habits.As a kind of fresh and perishable living products,agricultural products are affected by various uncontrollable factors in the sale process.With the outbreak of COVID-19,large areas of agricultural products are unsalable.Compared with the traditional agricultural products sales model,which is restricted everywhere,the non-contact Internet live broadcast sales model has attracted more and more attention.The behavior of consumers purchasing agricultural products through web celebrity live broadcast greatly shortens the time between knowing about the products and completing the purchase.Meanwhile,web celebrity,as a network opinion leader,markets agricultural products through live broadcast,shares and delivers information related to agricultural products,opens up a new market for agricultural products and improves the interaction with consumers.Therefore,it affects consumers’ emotional attachment to web celebrity live broadcast marketing of agricultural products in their purchasing behavior.Based on the S-O-R theoretical framework and using the characteristics of web celebrity live broadcast marketing of agricultural products,this paper builds an empirical model to explore the influencing factors of consumers’ purchasing behaviors of agricultural products through web celebrity live broadcast.First of all,this paper systematically sorts out the domestic and foreign relevant literatures about web celebrity live broadcast and buying behavior,especially the interactive marketing theory,perceived value theory,consumer behavior theory,opinion leader theory and perceived risk theory.Then on this basis,combining with the factors that affect buying behavior,the theoretical model is constructed and the research hypothesis is put forward.Then,combined with the existing mature scales in the literature and the research in this paper,we defined each research variable,designed the corresponding measurement items,and formed a complete questionnaire.In the part of empirical analysis,this paper used data to verify the constructed model and research hypothesis,including descriptive statistical analysis,reliability and validity analysis,confirmatory factor analysis,correlation analysis,and stratified regression analysis of mediating effect.Finally,based on the research conclusions of this paper,management implications are put forward from the perspectives of government,enterprises,web celebrity itself and consumers.From the government level,open official channels,give network marketing security system with policy support;From the perspective of enterprises,the audiences of agricultural products and web celebrity should be fully matched.When choosing web celebrity,we should pay attention to the professionalism of web celebrity to the agricultural products,the interaction between web celebrity and netizens and the attraction of web celebrity.From the perspective of web celebrity itself,strengthen the construction of personal brand,pay attention to the cultivation of various abilities,avoid negative information,and maintain a good reputation;From the perspective of consumers,improve their ability to distinguish information and avoid blindly following the crowd.更多还原