电商直播模式下消费者水产品购买意愿研究OA

Live streaming e-commerce of aquatic products brings consumers more convenient,efficient,and high-quality shopping experiences,driving the transformation and upgrading of the aquatic products industry.However,due to the inherent characteristics of aquatic products and consumer inertia,the development of aquatic product live streaming e-commerce faces challenges.Based on 816 valid questionnaires and constructing an analytical framework through the SOR theory and scene theory,this study investigates the impacts of immersive experience,live streaming interaction,anchor characteristics,and price promotion on consumers' purchase intention of aquatic products in live streaming e-commerce,while analyzing the mediating roles of perceived value and consumer trust.The results demonstrate that immersive experience,live streaming interaction,anchor characteristics,and price promotion all exert positive effects on consumers' perceived value and trust.Through the mediating roles of perceived value and consumer trust,these factors positively influence purchase intention.Accordingly,this paper proposes recommendations from various aspects:creating immersive live streaming scenarios,enhancing interaction quality,improving anchor professionalism,and implementing reasonable product pricing,aiming to provide practical guidance for the sustainable development of aquatic product live streaming e-commerce.