電商直播中地理標志農產品購買意愿影響因素研究

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Research on the Influencing Factors of Purchase Intention of Geographical Indication Agricultural Products in E-commerce Live Streaming

LIU Heming （Schoolof Management，Zhujiang College，Tianjin Universityof Finance andEconomics，Tianjin3O183o，China）

Abstract：Thecontiuoushotnessoflivestreamingshoppinghasinfluencedcosumerscogntionandpurchaseofgegrapicalidication agriculturalproducts，andhowtoenhanceconsumers‘purchaseintentionhasbecomeaconcemforenterprisesBasedonthetheoryof online mind-flowexperienceandperceivedtrust，thefactorscharacterizing liveshoppingwereporrayedfromtwodimensions：anchor characteristicsndprodctatrutesIasfoundtataorprofesalis，nteractivitydatractivensigantly theonlinemindstreamexperience，onlineord-of-mouth，productpriceandimageoforiginsignificantlyafectedthepereivedtrust. Perceivedtrustandonlinemindstream experienceafectedconsumers’purchase intention，onlinemindstreamexperiencepartilly mediatedbetweenanchorchracteristicsndconsumers'purchase intention.Perceivedtrustfullmediated betweenproductaributes andconsumers'purchaseintentionBasedonthisanchorsshouldplanefectivelivebroadcastcontentfordiferenttypesofagriculturalproductsandoptimizethelivebroadcastcontent toempowerproducts，theplatformshouldpayatentiontothedisclosureand displayoftheoiginiformatioofgeogapicalidicationagiculturalproducts，andhoosedierentliveoadastfosforsear keting and other related suggestions.

Key Words：livee-commerce;geographic indication agricultural products;online heartstream experience; perceived trust

地理標志農產品直播帶貨方式能夠突破傳統(tǒng)電商交互不足的瓶頸，降低交易信息的不對稱，有效解決農產品滯銷問題，是推動鄉(xiāng)村經濟蓬勃發(fā)展的關鍵一環(huán)。（剩余13359字）