Research On The Influence Path Of Different Information Types On Consumers’ Purchase Intention In Live Marketing Of Agricultural Products

With the rapid development of smart phones and mobile Internet,webcast is popular all over the world.The development of network broadcast has promoted a new agricultural retail model combining traditional industries with Internet technology,which can effectively break production and marketing barriers and better integrate agricultural products into the national market.At present,there are many problems in live marketing of agricultural products,such as homogenization of live content,more participation of government officials and Internet celebrities,less participation of farmers,etc.,which will lead to the lack of endogenous impetus for live marketing of agricultural products,which is not conducive to long-term development.Therefore,how to achieve the sustainable development of live delivery of agricultural products,how to improve the effect of delivery and other issues need to be solved in the theoretical and practical circles.Based on the S-O-R theory and using the fine processing possibility model as an analytical tool,this study divides the information content into two dimensions of egoism orientation and altruism orientation according to the attribute characteristics of agricultural products.Through three scenario experiments,the following questions are specifically analyzed: What is the mechanism of information content affecting consumers’ purchase intention? Do different information contents(egocentric vs.altruistic oriented)have the same effect on consumers’ purchase intention? For different types of consumers and livestreaming subjects,which information content is more effective?The results show that:(1)Altruistic oriented information can stimulate consumers’ purchase intention more than self-oriented information.(2)Perceived relational benefit and empathy play an intermediary role between information type and purchase intention.Self-oriented information can improve consumers’ purchase intention by increasing consumers’ perceived relational benefit,while altruistic oriented information can improve consumers’ purchase intention by empathizing.(3)Livestreaming type moderates the relationship between different information types,perceived relational benefits and empathy.Specifically,consumers are more likely to have higher perceived relational interest and lower empathy for self-oriented information when they watch corporate live broadcast(vs farmers’ live broadcast).Consumers are more likely to have higher empathy and lower perceived relational benefits for altruism-oriented information when they watch farmers’ livestream(vs corporate livestream).Based on the above research conclusions,this article proposes the following management suggestions for the live broadcast subject: First,information content should be properly used to stimulate consumers’ purchase intention.Livestream subjects of agricultural products should focus more on the use of altruism-oriented information to promote consumers’ higher purchase intention.Secondly,attention should be paid to the matching of live broadcast types and information content.Different types of live broadcast subjects should deliver matching information content to consumers.Finally,it is necessary to continuously strengthen consumers’ perceived interests and empathy,so as to maximize consumers’ purchase intention.The results show that:(1)Altruistic oriented information can stimulate consumers’ purchase intention more than self-oriented information.(2)Perceived relational benefit and empathy play an intermediary role between information type and purchase intention.Self-oriented information can improve consumers’ purchase intention by increasing consumers’ perceived relational benefit,while altruistic oriented information can improve consumers’ purchase intention by empathizing.(3)Livestreaming type moderates the relationship between different information types,perceived relational benefits and empathy.Specifically,consumers are more likely to have higher perceived relational interest and lower empathy for self-oriented information when they watch corporate live broadcast(vs farmers’ live broadcast).Consumers are more likely to have higher empathy and lower perceived relational benefits for altruism-oriented information when they watch farmers’ livestream(vs corporate livestream).Based on the above research conclusions,this paper puts forward the following management suggestions for livestream operators: First of all,information content should be properly used to stimulate consumers’ purchase intention.Livestream operators of agricultural products should focus more on the use of altruism-oriented information to promote consumers’ higher purchase intention.Secondly,attention should be paid to the matching of live broadcast types and information content.Different types of live broadcast subjects should deliver matching information content to consumers.Finally,it is necessary to continuously strengthen consumers’ perceived interests and empathy,so as to maximize consumers’ purchase intention.