基于感知收益-感知风险框架的O2O模式下生鲜农产品购买意愿研究

发布时间：2018-06-15 09:32

本文选题：购买行为 + 生鲜农产品　；参考：《中国软科学》2015年06期

【摘要】：技术的发展推动了传统产业与互联网的结合,创造了一种全新的移动互联网商业模式O2O(online to offline)。O2O模式融合了实体店和线上商城经营的诸多优点,成为一个营销模式创新的范式。感知收益-感知风险框架是消费行为研究的一个主流框架。基于这一框架,本文给出了O2O模式下生鲜农产品购买意愿的理论框架并提出了一系列假设。实证结果表明:总体态度对感知收益有正面影响,总体态度对感知风险有负面影响;信任对感知收益有正面影响,信任对感知风险有负面影响;感知收益对购买意愿有正面影响;感知风险对购买意愿有负面影响。
[Abstract]:The development of technology has promoted the combination of traditional industry and Internet, and has created a new mobile Internet business model, O _ 2O online to offline.O2O, which combines many advantages of physical stores and online shopping malls, and has become a paradigm of marketing model innovation. Perceived income-perceived risk framework is a mainstream framework of consumer behavior research. Based on this framework, this paper gives a theoretical framework of purchase intention of fresh agricultural products under O _ 2O model and puts forward a series of hypotheses. The empirical results show that: overall attitude has a positive impact on perceived income, overall attitude has a negative impact on perceived risk, trust has a positive impact on perceived income, trust has a negative impact on perceived risk. Perceived income has a positive effect on purchase intention and perceived risk has a negative effect on purchase intention.
【作者单位】：曲阜师范大学管理学院;曲阜师范大学山东省食品安全治理政策研究中心;电子科技大学经济与管理学院;
【基金】：国家自然科学基金青年基金项目(71203122);国家自然科学基金数学天元青年基金项目(11426143) 国家社科重大项目(14ZDA069) 教育部人文社会科学研究青年基金项目(14YJC630110) 中国博士后基金项目(2013M542270) 国家级大学生创新创业计划资助项目(O2O模式下生鲜农产品购买意愿研究)
【分类号】：F713.55;F724.6;F323.7

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