信息工程与人工智能学院知识库

场景搭建作为构建用户和平台间情感联系的纽带，通过优化场景体验、增强间接信任、提升销售转化，已然成为一种重要的电商营销手段。作为一种新兴的电商模式，官员助农直播因其独有的政务官员信任背书及“公益+经济”的结合属性，成为解决区域农副产品滞销问题的重要渠道，在碎片化的直播电商中脱颖而出。直播场景作为信任中介，通过构建“政府-平台-用户”的社会消费链和“人-货-场”的直播电商生态链，增强了社会群体间的情感互动，从而有效提升了消费者的购买意愿。

本文基于国内外相关文献，系统梳理了官员助农直播、场景搭建和道德认同等核心概念，结合媒介情境理论和信任传递理论，将官员形象特质和场景搭建分别纳入信任源维度和信任传递维度，进一步细分为三个子维度。在此基础上，构建了“官员形象特质和场景搭建 - 信任感知 - 购买意愿”的结构方程模型，并引入道德认同作为调节变量。在实证分析中，采用虚拟情境实验与问卷调查相结合的方法，收集了493份有效样本，运用SPSS 27.0和Process宏4.1对模型进行验证。研究结果表明：官员形象特质和场景搭建对消费者购买意愿具有显著正向影响，且消费者信任感知在其中起正向中介作用；官员形象特质和场景搭建对购买意愿的直接效应强于中介效应；此外，社会群体的道德认同在消费者信任感知与购买意愿之间起到正向调节作用。基于研究结果，本文结合官员助农直播的现状，从场景优化的角度提出了促进其可持续发展的建议。

Scene construction, as a crucial link in establishing emotional connections between users and platforms, has become an important e-commerce marketing tool by optimizing scene experiences, enhancing indirect trust, and improving sales conversion rates. As an emerging e-commerce model, "officials assisting farmers through live streaming" has become an important channel for addressing the issue of unsold agricultural and sideline products in specific regions. Its unique attribute of combining governmental trust endorsement with the "public welfare + economic activity" model has enabled it to stand out in the fragmented landscape of live-streaming e-commerce. It has become a vital channel for addressing the issue of regional agricultural product surplus. The live streaming scenario, as a trust intermediary, enhances emotional interactions among social groups by constructing a "government - platform - user" social consumption chain and a "people - goods - scene" live streaming e-commerce ecosystem, thereby effectively boosting consumers' purchase intentions.

This study systematically reviews core concepts such as officer - assisted agricultural live streaming, scenario construction, and moral identity based on domestic and international literature. Drawing on media situational theory and trust transfer theory, it categorizes officials' image traits and scenario construction into the dimensions of trust source and trust transfer, respectively, further dividing them into three sub - dimensions. A structural equation model of "officials' image traits and scenario construction - trust perception - purchase intention" is constructed, with moral identity introduced as a moderating variable. Empirically, a combination of virtual scenario experiments and questionnaire surveys was employed, collecting 493 valid samples. Data were analyzed using SPSS 27.0 and Process Macro 4.1. The findings reveal that officials' image traits and scenario construction significantly and positively influence consumers' purchase intentions, with consumer trust perception playing a positive mediating role. The direct effects of officials' image traits and scenario construction on purchase intentions are stronger than their mediating effects. Additionally, social groups' moral identity positively moderates the relationship between consumer trust perception and purchase intentions. Based on these results and the current state of officer - assisted agricultural live streaming, this study proposes optimization suggestions from a scenario perspective to promote its sustainable development.