乡村振兴背景下农产品直播电商发展路径研究——以抖音直播为例.docxVIP

摘要 在乡村振兴的背景下，农村经济发展是现在国家和社会关注的重点话题，当前国家大力推动农村电商的发展，高频次发布政策对农村电商领域进行扶持。同时在抖音短视频直播风靡的现在，将农村电商和抖音短视频直播结合起来的新营销模式广受好评，现在研究电商直播的研究很多，但是农产品电商直播的相关研究却鲜有论及。本文先采用文献分析法了解当前农产品电商直播的研究现状，然后解释了文中所提及到的重要概念，并且选取S-O-R理论模型为本文提供研究理论基础。本文将抖音直播平台上的带货主播作为参考对象，以主播在直播间内产生的优质内容、主播的个人吸引力、主播与观众的互动性、消费者对主播的信任作为自变量。认知与情感变化作为中间变量，消费者的购买意愿作为因变量，然后利用S-O-R理论模型进行模型构建，使用问卷调查法发放问卷。借助SPSS数据分析工具对获得的问卷数据进行分析，验证假设并得出结论。最终根据研究结论对当前抖音农产品电商直播提出可行的优化发展路径的建议。 关键词：抖音带货；农产品；电商直播 Abstract In the context of rural revitalization, rural economic development is now a key topic of national and social concern. At present, the country is vigorously promoting the development of rural e-commerce, and high-frequency policies are issued to support the field of rural e-commerce. At the same time, when Douyin short video live broadcast is popular, the new marketing model that combines rural e-commerce and Douyin short video live broadcast is widely praised. There are many studies on e-commerce live broadcast, but there are few studies on e-commerce live broadcast of agricultural products. discussed. This thesis first uses the literature analysis method to understand the current research status of live broadcast of agricultural products e-commerce, and then explains the important concepts mentioned in the text, and selects the S-O-R theoretical model to provide the theoretical basis for this thesis. This article takes the anchors with goods on the Douyin live broadcast platform as the reference object, and takes the high-quality content produced by the anchors in the live broadcast room, the personal attractiveness of the anchors, the interaction between the anchors and the audience, and the consumers trust in the anchors as independent variables. Cognitive and emotional changes were used as intermediate variables, and consumers purchase intentions were used as dependent variables. Then, the S-O-R theoretical model was used to construct the model, and the questionnaires were distributed using the questionnaire survey method.