The Impact Of Consumer Perceived Value On Communication Intention In E-commerce Live Broadcast

The outbreak and spread of the new crown pneumonia epidemic has promoted the accelerated development of agricultural product e-commerce live broadcast,and e-commerce assisted agricultural live broadcast has become an important sales channel for agricultural products.Word of mouth,as one of the important information sources that influences existing or potential consumers to make behavioral decisions on agricultural products or related services,is regarded by merchants and consumers as an efficient information dissemination tool and a highly credible dissemination medium.Therefore,this article studies the factors affecting the consumer's word-of-mouth communication intention of e-commerce to help rural live broadcast,which has important practical significance for the development of e-commerce to help rural live broadcast.Different from previous studies,this article introduces perceived value as a dependent variable and customer satisfaction as an intermediary variable.Based on the analysis of consumer's perceived value and satisfaction of e-commerce to help farmers live broadcast,this article analyzes the intent of different types of perceived value on consumers' word-of-mouth communication.The influence of the situation and the intermediary effect of exploring customer satisfaction have enriched the current academic research on the influencing factors of word-of-mouth communication.This article adopts the questionnaire survey method,based on the data analysis of730 valid questionnaires to get the research results.The results show that the perception of functional value,perception of social value,perception of emotional value,and perception of risk in the live broadcast of e-commerce assistance to farmers can significantly affect consumers ' word-of-mouth communication intentions.The study also found that consumers are more inclined to carry out positive word-of-mouth communication in e-commerce live broadcasts;social value perception is the most effective variable for predicting consumer positive word-of-mouth communication;perceived risk is the most effective variable for predicting consumer negative word-of-mouth communication.In addition,customer satisfaction plays an intermediary role in the process of consumer perception of value affecting the intention of word-of-mouth communication.To sum up,in order to increase the positive word-of-mouth communication intentions of e-commerce help farmers and reduce their negative word-of-mouth communication intentions,this article believes that in addition to ensuring the quality and safety of agricultural products,merchants and platforms should also cater to consumers' social and emotional needs.Fully reflects the social value of "helping farmers",realizes the emotional resonance of consumers,and strives to reduce consumers' perception of risks.