The Influence Of Scenes And Cultural Embedment Types On Consumers’ Willingness To Co-create Value In Farmers’ Live Broadcast

With the development of rural e-commerce,selling agricultural products through live streaming has become a new trend to help farmers.However,due to the rapid rise of agriculture-assisted live streaming,we found that most of the background of agriculture-assisted live streaming is similar,with serious homogeneity,which leads to short stay of consumers,poor sales of live streaming and other problems.Given that the success of the East Selection broadcast room is due to its knowledge-based marketing and scene-oriented live broadcasting,can we refer to its successful experience to create a scene-oriented and cultural atmosphere for the East Selection broadcast room? And think about the influence of food culture marketing on consumers’ behavioral intention in the scene oriented live broadcast to help farmers.Does the effect vary depending on how the live scene changes? These issues are worthy of in-depth discussion,and there are still few studies on the scenes of assisted agriculture live broadcast,especially the influence mechanism of the scene types and cultural embedment types of assisted agriculture live broadcast on consumers’ willingness to co-create value is not clear.Therefore,combining with the existing literature and the research purpose of this paper,and based on the value co-creation theory,this paper constructs a theoretical model in which scene type(production traceability scene vs shopping scene)× cultural embedding type(traditional food culture vs modern food culture)is 2×2 independent variable,the intermediary variable is perceived value,and the willingness of consumers to co-create value is the dependent variable.The influence of different scenes and cultural embedment types on consumers’ willingness to co-create value in assisted agriculture live broadcast was analyzed.In this paper,situational experiment is adopted to study.Four different experimental situations are set up by manipulating two variables,namely scene type(production traceability scene vs.shopping scene)and culture embedding type(traditional food culture vs.modern food culture),and relevant experimental data are collected by questionnaire survey.SPSS and AMOS were used for statistical analysis of the collected experimental data.The results show that the interaction of scene type(production traceability scene and shopping scene)and culture embedment type(traditional food culture and modern food culture)has an impact on consumers’ willingness to co-create value.In the production traceability scenario,embedding traditional food culture(vs modern food culture)can better promote consumers’ willingness to co-create value.In the shopping scene,embedding modern food culture(vs traditional food culture)can promote consumers’ willingness to co-create value.Perceived value plays a mediating role in the influence of interaction terms of scene type and culture embedment type on consumers’ willingness to co-create value.Among them,cultural value perception plays an intermediary role in the influence of production traceability scene and traditional food culture on consumers’ willingness to co-create value.Functional value perception plays an intermediary role in the influence of shopping scene and modern food culture on consumers’ willingness to co-create value.Based on the above research results,this paper puts forward the following management suggestions: 1.To assist agricultural live broadcast,we should pay attention to the combination of agricultural product characteristics and live broadcast scenes,and maximize the shaping and display of the symbols of agricultural products themselves.2.Attach importance to the role of perceived value in the influence of scene construction of assisted agriculture live broadcast on consumers’ willingness to co-create value.When promoting agricultural products through various publicity methods in assisted agriculture live broadcast,more attention should be paid to the introduction of their cultural value and functional value.3.In the construction of live broadcast scenes,attention should be paid to the collocation of scene types and cultural embedment types.The results show that in the production traceability scene,embedding traditional food culture can better promote the value co-creation intention of consumers,while in the shopping scene,embedding modern food culture can better promote the value co-creation intention of consumers.