| In recent years,with the development of e-commerce,live e-commerce is of great significance to the online sales of fresh agricultural products.Compared with other commodities,fresh agricultural products are an important and special category.People can’t live without fresh agricultural products,but at the same time,its strong locality and perishable and perishable characteristics have caused considerable limitations to its circulation.Together with the information asymmetry between urban and rural areas,traditional e-commerce companies can only present relevant information through static graphics,and consumers’ low awareness of fresh agricultural products,the traditional online circulation of fresh agricultural products is in a restricted state.Live broadcast breaks this state,and through the live broadcast of fresh agricultural products,the original ecological and origin fresh products are directly presented in front of consumers,which makes consumers feel real;the scenes related to the products are filmed to increase consumers’ trust and sense of fun;the anchor explanation with the scenes enhances consumers’ knowledge and experience,and the live broadcast once again promotes the online sales of fresh agricultural products.However,due to the low entry threshold,many fresh agricultural products electric merchants use live broadcast for marketing,the scene selection is similar,the live content homogenization is serious,the uniform live scene makes consumers bored and tedious,and the live effect is very poor.Fresh produce electric business live in the end how to do is good? What kind of fresh produce e-commerce live broadcast can make consumers willing to buy?It is worth exploring and solving.This thesis focuses on fresh produce e-commerce live streaming,firstly summarizes and summarizes the related literature,and explores the main effect of fresh produce e-commerce live streaming on consumers’ purchase intention based on perceived value theory and S-O-R theory,and from the perspective of anchor characteristics and spatial proximity.Considering that platform reputation also affects consumers’ purchase decision,the research model of this thesis is constructed by introducing platform reputation as a moderating variable on the basis of main effect.The model predetermines the relationship between anchor characteristics,spatial presence,perceived value,platform reputation and purchase intention of fresh produce e-commerce live streaming.Then,drawing on the existing mature scale to design relevant measurement questions,the questionnaire was distributed through Questionnaire Star,and after collecting the data,the data were analyzed by statistical analysis software SPSS23.0 and AMOS24.0 for reliability,correlation regression and other analyses to verify the model hypotheses and draw conclusions.The research results show that: in the fresh produce ecommerce live broadcast,spatial presence and the professionalism,charm and interactivity of anchors positively affect consumers’ perceived value;there is a positive relationship between consumers’ perceived value and purchase intention;perceived value plays a partly mediating role between the three characteristics of anchors and purchase intention,and between spatial presence and purchase intention;platform reputation has a moderating effect on the relationship between consumers’ perceived value and The relationship between perceived value and purchase intention is moderated by platform reputation.Finally,according to the research results,the relative practical suggestions for creating a good fresh produce e-commerce live broadcast from the perspectives of spatial proximity,anchor characteristics and perceived value are proposed,such as multi-dimensional mining of live scenes and improving anchor quality from three aspects.It not only refines the research of the e-commerce live broadcast industry,but also provides the live broadcast optimization strategies for merchants and anchors,etc.for reference. |
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