助农直播场景线索对消费者在线黏性的影响研究

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中图分类号：F272.1 文献标志码：A

The lmpact of Farmer-Assisted Livestreaming Contextual Cues on Consumers' Online Stickines

LI Jiel GUO Fan² （1. Intermational Business School Suzhou， Xi'an Jiaotong-Liverpool University， Suzhou 215l23，China; 2. School of Management， Shanghai University， Shanghai 2OO444，China）

Abstract：With the rise of livestreaming e-commerce，farmer-assisted livestreaming has become an important means of promoting rural economy. Based on the S-O-R theory and relationship marketing theory，the impact of contextual cues on consumers’online stickiness in farmer-assisted live-streaming is explored. The study finds that contextual cues in the livestreaming environment significantly afect consumers’online stickiness. Clear and controllable contextual cues enhance consumers’ social presence，thus strengthening online stickiness. Additionally， social presence plays a mediating role between scene cues and online stickiness，while the professionalism of the anchor moderates this relationship.When the anchor's professonalism is high，the impact of contextual cues on social presence is more significant，further enhancing online stickiness. The research provides theoretical and practical guidance for the development and application of farmer-assisted livestreaming.

Key words： farmer-assisted livestreaming; contextual cues; online stickiness; social presence; host profes sionalism

0 引言

随着移动设备的普及，直播带货依靠平台的天然流量和主播的人气流量迅速兴起。（剩余9593字）