Volume 1,Issue 9
基于消费者视角的农产品电商平台游戏化营销策略研究
—— 以始兴县农产品销售为例
为响应乡村振兴战略下农产品电商的数字化发展需求，本研究旨在揭示游戏化营销对消费者购买行为的影响机理。以广东省始兴县为例，研究基于“刺激- 组织- 反应”（S-O-R）理论，通过对656份消费者问卷进行结构方程模型（SEM）分析。结果表明：游戏化奖励机制是激发购买意向的核心驱动力，其通过显著提升感知趣味性与信任感，有效促成消费转化。与之相对，复杂的玩法设计吸引力不足，凸显了农产品消费者对实用价值的偏好高于娱乐体验。此外，中低收入的年轻女性是游戏化营销的核心参与群体。研究认为，成功的农产品游戏化策略应聚焦于高价值的奖励回馈、简化的互动设计以及地域文化的深度融合，以此构建品牌信任，增强用户粘性，从而为县域农业品牌化与数字经济发展提供支持。
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