Boosting Organic Vegetable Sales Through Live Streaming: Insights from the SOR Model
คำสำคัญ:
การรับรู้คุณค่า, ความตั้งใจซื้อของผู้บริโภค, ทัศนคติของผู้รับตรวจ, ปฏิสัมพันธ์ในการสตรีมสด, ผักออร์แกนิกบทคัดย่อ
งานวิจัยครั้งนี้เป็นการวิจัยอาศัยแบบหลักการกระตุ้น-สิ่งมีชีวิต-การตอบสนองและแบบจำลองการยอมรับเทคโนโลยี เพื่อศึกษาผลกระทบของปฏิสัมพันธ์ในการสตรีมสด ต่อความตั้งใจซื้อผักออร์แกนิกของผู้บริโภค นอกจากนี้ยังวิเคราะห์ผลกระทบโดยตรงของปฏิสัมพันธ์ในการสตรีมสด และบทบาทตัวกลางของทัศนคติของผู้บริโภค และมูลค่ารับรู้ งานวิจัยนี้เก็บรวบรวมข้อมูลผ่านแบบสอบถามออนไลน์จากผู้บริโภคในเขตปกครองตนเองกว่างซีจ้วง ประเทศจีน และดำเนินการวิเคราะห์ข้อมูลโดยใช้แบบจำลองสมการโครงสร้าง ผลการวิจัยพบว่าปฏิสัมพันธ์ในการสตรีมสดมีอิทธิพลเชิงบวกโดยตรงต่อความตั้งใจซื้อของผู้บริโภค นอกจากนี้ ทัศนคติและมูลค่ารับรู้ยังมีบทบาทเป็นตัวกลางบางส่วนในกระบวนการนี้ กล่าวคือ ปฏิสัมพันธ์ในการสตรีมสดไม่เพียงแต่สามารถกระตุ้นความตั้งใจซื้อผักออร์แกนิกโดยตรงแต่ยังสามารถเพิ่มความตั้งใจซื้อโดยอ้อมผ่านการเสริมสร้างทัศนคติเชิงบวกและการเพิ่มมูลค่ารับรู้ของผู้บริโภค การใช้ทฤษฎีของงานวิจัยนี้อยู่ที่การผสานแบบจำลอง SOR และแบบจำลองเพื่อเสริมสร้างความเข้าใจเกี่ยวกับกลไกบทบาทของปฏิสัมพันธ์ในการสตรีมสดต่อพฤติกรรมผู้บริโภคในบริบทของอีคอมเมิร์ซผ่านการถ่ายทอดสด นอกจากนี้ งานวิจัยยังให้แนวทางเชิงปฏิบัติแก่แพลตฟอร์มถ่ายทอดสดนักการตลาดอาหารออร์แกนิกและธุรกิจอีคอมเมิร์ซในการยกระดับปฏิสัมพันธ์ในการสตรีมสดเพื่อกระตุ้นความตั้งใจซื้อผักออร์แกนิกของผู้บริโภคให้สูงขึ้น
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