| In recent years,with the continuous progress of technology,the massive popularity of cell phones and mobile operators’ speed and fee reduction,especially the arrival of 5G technology,has led to the exponential growth of mobile network users in China,and the live broadcasting industry has risen in response.Under the social background of the implementation of the national rural revitalization strategy,governments at all levels strongly support the development of rural e-commerce from the policy level,providing strong support for the development of rural e-commerce.Relying on the acceleration of the logistics industry,especially the mature application of cold chain transportation technology,agricultural products have become one of the main products of live broadcast sales,and live broadcast of agricultural products has also become an important way for farmers to take the network technology express train to drive into the road to prosperity.As a state-controlled enterprise,China Post serves all the people and has a network throughout the country’s townships,and the development of live broadcast of agricultural products is an important starting point to comply with current affairs and fulfill the responsibilities of enterprises,and it is also a strategic layout to comprehensively enhance the core competitiveness of the postal rural market.Therefore,China Post actively promotes the development of agricultural products e-commerce live broadcast,and carries out strategic cooperation with Douyin e-commerce "Mountain goods on the headlines","919 E-commerce Festival" and many other projects,achieving a variety of breakthroughs in agricultural products e-commerce project.However,confident preparation may not necessarily achieve the expected results.In the face of various problems in the development of agricultural products live broadcast,exploring the root causes of the problems and improving them is the only way for the long-term development of agricultural products live broadcast projects.Based on the theory of consumer behavior,this paper constructs a SOR(stimulus-body-response)model and designs a questionnaire to conduct a survey through the online platform from the live streaming users of postal agricultural products in X-county.391 valid feedbacks were collected and data analysis was conducted with the help of SPSS software and AMOS software.The results show:(1)The anchor traits,the professionalism of the anchor would significantly and positively affect consumers’ perceived trust,the popularity would significantly and positively affect consumers’ perceived pleasure,and the interactivity would significantly and positively affect consumers’ perceived pleasure;(2)The product traits,the authenticity would significantly and positively affect consumers’ perceived value and perceived trust,and the promotion stimulation was significantly and positively affect consumers’ perceived pleasure;(3)The service traits,timeliness and assurance can significantly and positively affect perceived trust,assurance can significantly and positively affect perceived value,and timeliness cannot positively affect perceived value.The influence path of these stimuli is mainly through stimulating consumers’ perceived pleasure,perceived value,and perceived trust,which leads to consumers’ purchase intention.Accordingly,suggestions are made:(1)From the consumer perception:Improving the professionalism of anchors,creating a reasonable atmosphere in the live room,effectively displaying products and improving product discounts;Focus on improving service quality and improving service quality.(2)Support Enterprises strategy: Enterprises should carry out a reasonable strategic planning of live broadcast development,focusing on talent training and fan community maintenance.By realizing the healthy and orderly development of agricultural products live broadcast,we actively promote postal enterprises to create a high-quality platform in the field of agricultural products live shopping in the county environment. |
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