Study On Impact Factors Of Agricultural Products Promotion,Based On Social Network Media

With the unprecedented prosperity of e-commerce,rural e-commerce has been greatly developed;farmers can also purchase quality goods with low price on the Internet.The matter how to promote agricultural products through e-commerce,however,has always been a problem of poverty alleviation by e-commerce.The problems,which exist in the development of e-commerce channel of agricultural products on agricultural products,such as constraints of regionalization,lack of promotion channels,and Marketing dilemma,are caused by the characteristics of social network media,which has huge user size,strong user association and rich social settings.Studying the influencing factors of agricultural products promotion under the social network media environment has a great practical significance for the development of the e-commerce agricultural products.On the basis of a large number of literatures and the scientific methods of behavioral theory analysis,this paper chooses the technology acceptance model(TAM)as the main theoretical basis,and synthesizes the relevant research results of consumer behavior researches in the application of emerging IT technology.Theories included are Flow Theory?ECT?TPB.Through a semi-structured interviews with users of social network media,this paper understands the users actual behavior characteristics,and construct a model of influencing factors of agricultural product promotion based on social network media,refining the items of questionnaire for each variable and completing the impact to achieve an empirical study on the relationship between factors.This paper synthesizes the mature scale validated by predecessors and the specific application scenarios of social network media,and designs questionnaires for data collection and processing on the basis of previous in-depth interviews.Then,the structural equation model(SEM)analysis method is used to test the hypothetical relationship of the variables in the model and the rationality of the research model.The results show that the data of the model are well fitted,.11 of the 12 hypotheses are supported,and only one hypothesis fails the significance test.The research indicates that the improved TAM model is generally applicable in the social network consumption environment.But new external influencing factors will work in the model in the context of specific social network media.In a social network media environment,the overall effect of various factors on the willingness to purchase online products,from big to small,are PU(0.773),PQ(0.597),PT(0.562),RS(0.529),ATT(0.461),PEOU(0.335),and PC(0.238).In short,promoting and selling agricultural products through e-commerce channels is an important way of e-commerce poverty alleviation.Social network media provides a new marketing environment with its network stickiness and trust mechanism.This study uses the empirical research method which combines the TAM with social network media application scenario.It has certain values for effectively solving the promotion problem of agricultural products and enhancing the consumer experience.