如何通过直播系统提高用户对农产品的购买意向?
Acta psychologica
|March 9, 2025
概括
这项研究揭示了设计有效的农业销售直播系统的关键因素. 优化信息质量和交互性可以提高用户体验和购买意图.
科学领域:
- 农业经济学 农业经济学
- 人与计算机的交互
- 营销科学 营销科学
背景情况:
- 现场直播系统越来越多地用于农产品销售.
- 了解用户的感知对于设计有效的销售平台至关重要.
研究的目的:
- 根据用户的感知和偏好,科学设计农产品销售的直播系统.
- 确定在农业销售直播中影响购买意向的因素.
主要方法:
- 使用结构方程建模 (SEM) 和模糊集定性比较分析 (fsQCA) 的在线调查.
- 探索性因子分析 (EFA) 用于维度缩小.
- 采用 569 个 (研究1) 和 289 个 (研究2) 有效样本的两阶段调查设计.
主要成果:
- 信息质量和感知到的互动性减少了社会焦虑 (按性别区分).
- 信息质量和感知到的游戏性对购买意图有积极的影响.
- 确定了关键的积极因素 (自然质量,国内农业支持,运输服务,信息吸引力) 和负面因素 (履行风险,决策压力,低效消费).
结论:
- 在农业销售中实时流媒体系统的验证设计见解.
- 这些发现可以提高设计效率,促进农产品的销售.
- 用户的感知和偏好对于成功的平台设计至关重要.
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