基于SEM模型的河北省农村网购情况调查报告

发布时间：2018-02-12 23:20

  本文关键词： 农村网购满意度 多阶段抽样 SEM　出处：《河北经贸大学》2016年硕士论文　论文类型：学位论文

【摘要】：论文基于河北省11个市3500名农民抽样调查的第一手数据,采用描述统计分析和结构方程模型等方法对河北省农村网购情况进行了调查研究。作者在参考国内外学者关于网上购物满意度测度基础上,结合中国农民的实际情况设计了测评农村网购满意度的量表,涵盖7个潜变量共27个题项,并进一步设计形成农村网购情况调查问卷。通过预调查,修改完善了问卷,计算出最终样本量,并运用Spss13.0和Amos17.0对设计的量表进行了效度和信度检验;利用多阶段抽样、纯随机抽样、系统抽样和整群抽样相结合的方法对3500名农民进行了问卷调查;利用调查数据,将受访者划分为无网购经历和有网购经历两个群体,针对两个群体分别进行了描述统计分析,并针对有网购经历群体构建了SEM模型,进行了网购满意度分析。调查数据表明,河北省有网购经历的农民人数不足一半,大大低于城市网购的人数比例;无网购经历的农民多数年龄偏大,文化水平偏低,收入偏低;有网购经历的农民为偏年轻人群,文化水平较高,收入较高;多数农村的网络基础设施不足,主要依靠自家安装宽带,农民网购的成本较高;河北省区域涉农网站建设和农村电子商务发展缓慢,两者均没有发挥真正的作用;部分政府相关部门对农村电子商务重视度较差,农业信息传播出现断层现象。SEM模型的分析结果还显示:商品的价格与质量、物流配送和网络安全对农民网购满意度有直接正影响;销售服务和网络基础设施对于网购满意度没有直接影响,但是通过影响农民感知而间接影响满意度。针对调查发现的问题,本文提出四点建议:一是大力提高农民信息素质,培养农村电商人才;二是加快农村电商基础建设,减少农民网购成本;三是基于区域特点搭建特色涉农电商网站与平台;四是相关电商网站应加大对农村市场满意度的提升。
[Abstract]:The paper is based on first-hand data from a sample survey of 3,500 farmers in 11 cities in Hebei Province. This paper makes an investigation on the situation of online shopping in rural areas of Hebei Province by means of descriptive statistical analysis and structural equation model. According to the actual situation of Chinese farmers, this paper designs a scale to evaluate the satisfaction degree of rural online shopping, which covers 27 items of 7 latent variables, and further designs and forms a questionnaire of rural online shopping. Through the pre-investigation, the questionnaire is revised and perfected. The final sample size was calculated, and the validity and reliability of the designed scale were tested by Spss13.0 and Amos17.0, and 3 500 farmers were investigated by the methods of multi-stage sampling, pure random sampling, systematic sampling and cluster sampling. According to the survey data, the interviewees are divided into two groups: no online shopping experience and one with online shopping experience. The two groups are described and analyzed respectively, and the SEM model is constructed for the online shopping experience group. The survey data show that less than half of the farmers in Hebei Province have the experience of online shopping, which is much lower than the proportion of the number of people who buy online in cities, the majority of farmers without experience of online shopping are older, their education level is on the low side, and their incomes are on the low side. The farmers who have the experience of online shopping are young people with higher education level and higher income; most of the rural network infrastructure is insufficient, mainly rely on their own installation of broadband, the cost of farmers online shopping is higher; The construction of regional agricultural websites and the slow development of rural e-commerce in Hebei Province, both of which have not played a real role; some government departments pay less attention to rural e-commerce, The results of SEM model also show that the price and quality of commodities, logistics distribution and network security have a direct positive effect on farmers' satisfaction with online purchase. The marketing service and network infrastructure have no direct influence on the satisfaction of online shopping, but indirectly affect the satisfaction by influencing farmers' perception. In view of the problems found in the survey, this paper puts forward four suggestions: first, to improve the farmers' information quality. The second is to speed up the rural e-commerce infrastructure construction, to reduce the cost of farmers' online shopping; third, to set up the characteristic agriculture-related e-commerce websites and platforms based on the regional characteristics; fourth, to enhance the satisfaction of the rural market with the related e-commerce websites.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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