摘要
农产品短视频是新型农产品营销手段,为了挖掘其对扩大农产品销售、提高农民收入、赋予乡村振兴新动能的重要意义,基于S-O-R模型,分析比较不同类型农产品短视频对消费者购买意愿的影响差异,并考察了其内在影响机制。研究结果表明:相较于销售主导型短视频,生产主导型短视频更容易促进消费者购买行为;不同类型农产品短视频通过影响消费者的涉入水平,进而影响消费者的购买行为,消费者涉入在短视频内容与消费者购买行为间起中介作用。研究结论丰富了农产品短视频营销理论,挖掘出不同类型短视频对消费者购买意愿的内在影响机制,对推动落实“数字乡村”战略具有一定的实践价值。
Short video of agricultural products is a new marketing means of agricultural products, which is of great significance to expand the sales of agricultural products, improve farmers’ income and give new impetus to Rural Revitalization. Based on S-O-R model, this study analyzed and compared the impact of short videos of different types of agricultural products on consumers’ purchase intention, and investigated its internal influence mechanism. The results showed that compared with sales oriented short videos, production oriented short videos were easier to promote consumers’ purchase behavior;Different types of short videos affected consumers’ purchase behavior by affecting consumers’ involvement level. Consumer involvement played an intermediary role between short video content and consumers’ purchase behavior. The research conclusion enriches the short video marketing theory of agricultural products,excavates the internal influence mechanism of different types of short video on consumers’ purchase intention, and has certain practical value for promoting the implementation of the ’digital village’ strategy.
作者
苏浩玄
SU Haoxuan(Tianjin Agricultural University,Tianjin 300392,China)
出处
《天津农业科学》
CAS
2022年第9期56-60,共5页
Tianjin Agricultural Sciences
关键词
农产品短视频
消费者购买意愿
消费者涉入
short video of agricultural products
consumers’purchase intention
consumer involvement
