电商直播中地理标志农产品购买意愿影响因素研究

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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

地理标志农产品直播带货方式能够突破传统电商交互不足的瓶颈，降低交易信息的不对称，有效解决农产品滞销问题，是推动乡村经济蓬勃发展的关键一环。（剩余13359字）