Research On The Formation Mechanism Of Consumer Trust In Outdoor Live-streaming Of Agricultural Products

Under the tide of digital economy,the new ecology of live-streaming e-commerce has become an important form of digital agriculture.With more and more participants,live-streaming of agricultural products will gradually become the "tuyere" of agricultural transformation and upgrading.The problems of stereotyped indoor live-streaming,exaggerated false propaganda by anchors and merchants,ordinary farmers confused about the direction of live-streaminging,and consumers’ low interest in live-streaminging of agricultural products also surfaced.This paper aims to construct the influencing factors of consumer trust in the form of outdoor live-streaming of agricultural products,and give suggestions for agricultural products brands,farmers,marketing and other aspects.This paper firstly summarized the influence of live-streaming of agricultural products,outdoor live-streaming and live-streaming scenes on consumer trust based on literature research method.The author selected "East Buy six outdoor live-streaming of agricultural products,Shuchang’s live-streaming of agricultural products in Yanan,"Xue JiaYouping"outdoor live-streaming and Chen Yanan’s agricultural live-streaming as cases.Among them,"East Buy" was analyzed as the main case,and the pre-live-streaming publicity,live-streaming process and post-live-streaming effect were compared to explore the influencing factors of the formation of consumer trust.The study recruited nearly 25 consumers in the live-streaming above "East Buy" as the interviewees,and obtained first-hand data through semi-structured interviews and online observation and search of 200 live online comments.In addition,the contents of search engines such as literature and Baidu were second-hand data to further understand the factors that caused consumers’ trust in them.Finally,based on literature research,comparative study of multiple cases and case data and consumer perceived value theory and SOR theory,this paper encodes the data by grounded theory research method,and innovatively constructs a consumer trust model with outdoor live-streaming form,agricultural product attributes,anchor characteristics,brand reputation and additional cultural value as influencing factors according to the analysis results.The results show that outdoor live-streaming of agricultural products can make consumers feel more relaxed,close-up,scene substitution,and the sensory impact is stronger.Innovative live-streaming form and unique live-streaming background can improve the retention rate of live-streaming,make consumers have perception of aesthetic,experience,emotional value and thus generate dependence and trust.The concept of delivery from place of origin will make consumers feel more confident about the quality of products and authentic sources of goods,abundant kinds of agricultural products to meet different needs of consumers,and the relatively low product price and logistics optimization brought by direct delivery from place of origin will also make consumers feel that products are worth the money,which will greatly enhance consumers’ trust;The anchor’s natural,true and honest image,positive values,unique personality charm,professional explanation of agricultural products and expressive force of empathy will make consumers trust their ability;A good brand reputation is the best endorsement of live-streaming,and the social influence of the brand founder will make the brand itself get more attention,both of which can make consumers perceive the brand power,thus increasing the trust of consumers;Watching the video of pre-heating and promoting special agricultural products,local culture and customs before the live-streaming can make consumers full of expectations.The live-streaming integrated with culture and knowledge can attract more consumers to "pay for knowledge" and make consumers feel useful,thus generating trust.To sum up,as far as the promotion strategy is concerned,when agricultural products enterprises conduct outdoor live-streaming,first of all,they should try to choose places with beautiful scenery to broadcast,and change the live-streaming scenes regularly to maintain freshness and attract new customers;Secondly,all localities should adhere to the concept of quality first,strictly control the quality of agricultural products and both"production" and "management" to ensure the pure quality and green freshness of agricultural products from the source,and constantly improve the construction of logistics system;Furthermore,the anchors of agricultural products should make clear the image orientation,constantly expand the professional knowledge of agricultural products,innovate the words and establish a unique knowledge base of agricultural products selling points;At the same time,brands should strive to assume social responsibilities and build and maintain a long-term brand reputation;Finally,enterprises need to make more efforts in live-streaming propaganda,shoot some videos of local agricultural products planting,sowing and harvesting,local intangible cultural customs,promotional videos of tourist attractions and other ways to increase consumers’ expectations for live-streaming,so that consumers can have more expectation.