消费者网购生鲜水果意愿调查分析
发布时间：2018-07-28 15:22
【摘要】：随着网络技术的发展和电子商务市场的运行,网购的流行趋势颇受瞩目,越来越受到消费者的青睐,渐渐成为消费者购物的重要选择途径。根据中国电子商务研究中心的报告显示,生鲜电子商务已成为电商领域最为活跃、受资本关注度最高的类别。网购生鲜农产品消费者平均年龄较小,平均家庭月收入普遍较高,以在公司从业人群为主。那么,消费者网购生鲜水果的现状如何?消费者对网络销售生鲜水果的认知如何?影响网购生鲜水果意愿的因素有哪些?本文将展开研究。本文选取有网购经历的消费者为调研对象,在对现有文献的调查研究基础上,通过设计问卷,调查消费者对网络销售生鲜水果的认知与网购生鲜水果的意愿,通过实证分析找出消费者网购生鲜水果意愿的影响因素,此基础上为网络电商的发展提出合理化的对策与建议。本文研究的具体内容如下:第一章是绪论,主要介绍了论文的研究背景、研究目的及意义、研究内容、研究方法与技术路线;第二章是理论基础与文献回顾,对主要概念进行了界定,介绍了理性行为理论、计划行为理论与技术接受模型理论为本文提供理论依据,并对网购生鲜水果的意愿、现状、影响因素以及对策建议进行了文献综述及述评;第三章是调查方案设计与描述性统计分析,主要对调查方案的设计进行阐述,通过问卷调查回收的数据进行描述性统计分析,初步了解消费者购买生鲜水果的现状;第四章是消费者网购意愿的影响因素分析,在理论分析基础上,对量表进行因子分析,通过信效度检验,将旋转后的因子载荷小于0.5的变量删除,对变量进行降维处理,提取出生鲜水果特征、生鲜水果知名度、网络商家提供的服务、感知网购有用与时尚、感知网购易用、感知网购风险6个公因子。最后运用二元Logistic回归分析实证检验消费者网购生鲜水果影响因素的影响程度和影响方向;第五章是结论与对策建议。研究发现,消费者网购生鲜水果的意愿普遍较高,25-35岁的年轻消费群体有较高的网购生鲜水果意愿,性别、年龄与学历、感知网购有用性与时尚、感知网购易用性显著影响网购生鲜水果意愿。在此基础上提出针对特定群体制定精准营销策略、保证生鲜水果质量、提高网络商家服务质量与增加消费者对网购生鲜水果的感知有用性与感知易用性等一系列发展对策建议。
[Abstract]:With the development of network technology and the operation of electronic commerce market, the popular trend of online shopping has attracted much attention, and become more and more popular among consumers, and gradually become an important choice for consumers to buy. Fresh e-commerce has become the most active category of ecommerce with the highest degree of capital attention, according to a report by the China E-Commerce Research Center. The average age of consumers of fresh agricultural products is relatively small and the average monthly income of households is generally higher. So, what is the status quo of consumers buying fresh fruits online? How do consumers know about selling fresh fruits online? What are the factors that affect the willingness to buy fresh fruits online? This article will launch the research. In this paper, consumers with online shopping experience are selected as the research object, based on the existing literature, through the design of questionnaires to investigate consumers' knowledge of online sales of fresh fruits and the desire to order fresh fruits online. Based on the empirical analysis, this paper finds out the influencing factors of consumers' willingness to buy fresh fruits online, and puts forward some reasonable countermeasures and suggestions for the development of online e-commerce. The main contents of this paper are as follows: the first chapter is the introduction, which mainly introduces the research background, the purpose and significance, the research content, the research method and the technical route, the second chapter is the theory foundation and the literature review. This paper defines the main concepts, introduces the theory of rational behavior, the theory of planning behavior and the theory of technical acceptance model, and provides the theoretical basis for this paper. The third chapter is the design of the investigation scheme and descriptive statistical analysis, which mainly describes the design of the investigation scheme, and carries on descriptive statistical analysis through the data collected through the questionnaire survey. The fourth chapter is the analysis of the influencing factors of consumers' willingness to buy online. On the basis of theoretical analysis, factor analysis of the scale is carried out, and the reliability and validity of the scale are tested. After the rotation of the factor load less than 0.5 variables are deleted, the variables are reduced dimension treatment, extract fresh fruit characteristics, fresh fruit popularity, the services provided by the network merchants, perceived online shopping useful and fashion, perceived online shopping easy to use, Perceived online purchase risk 6 common factors. Finally, we use binary Logistic regression analysis to test the influence degree and direction of influencing factors of consumers' fresh fruits online. Chapter 5 is the conclusion and countermeasures. The study found that consumers were generally more willing to buy fresh fruits online than young consumers aged 25 to 35, with higher willingness to buy fresh fruits online, sex, age and education, and perceived usefulness and fashion. Perceived ease of use of online shopping significantly affected the willingness to buy fresh fruits online. On this basis, a series of development countermeasures and suggestions are put forward, such as making precise marketing strategies for specific groups, ensuring the quality of fresh fruits, improving the service quality of online merchants and increasing consumers' perceived usefulness and perceived ease of use to buy fresh fruits online.
【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55
，
本文编号：2150685
[Abstract]:With the development of network technology and the operation of electronic commerce market, the popular trend of online shopping has attracted much attention, and become more and more popular among consumers, and gradually become an important choice for consumers to buy. Fresh e-commerce has become the most active category of ecommerce with the highest degree of capital attention, according to a report by the China E-Commerce Research Center. The average age of consumers of fresh agricultural products is relatively small and the average monthly income of households is generally higher. So, what is the status quo of consumers buying fresh fruits online? How do consumers know about selling fresh fruits online? What are the factors that affect the willingness to buy fresh fruits online? This article will launch the research. In this paper, consumers with online shopping experience are selected as the research object, based on the existing literature, through the design of questionnaires to investigate consumers' knowledge of online sales of fresh fruits and the desire to order fresh fruits online. Based on the empirical analysis, this paper finds out the influencing factors of consumers' willingness to buy fresh fruits online, and puts forward some reasonable countermeasures and suggestions for the development of online e-commerce. The main contents of this paper are as follows: the first chapter is the introduction, which mainly introduces the research background, the purpose and significance, the research content, the research method and the technical route, the second chapter is the theory foundation and the literature review. This paper defines the main concepts, introduces the theory of rational behavior, the theory of planning behavior and the theory of technical acceptance model, and provides the theoretical basis for this paper. The third chapter is the design of the investigation scheme and descriptive statistical analysis, which mainly describes the design of the investigation scheme, and carries on descriptive statistical analysis through the data collected through the questionnaire survey. The fourth chapter is the analysis of the influencing factors of consumers' willingness to buy online. On the basis of theoretical analysis, factor analysis of the scale is carried out, and the reliability and validity of the scale are tested. After the rotation of the factor load less than 0.5 variables are deleted, the variables are reduced dimension treatment, extract fresh fruit characteristics, fresh fruit popularity, the services provided by the network merchants, perceived online shopping useful and fashion, perceived online shopping easy to use, Perceived online purchase risk 6 common factors. Finally, we use binary Logistic regression analysis to test the influence degree and direction of influencing factors of consumers' fresh fruits online. Chapter 5 is the conclusion and countermeasures. The study found that consumers were generally more willing to buy fresh fruits online than young consumers aged 25 to 35, with higher willingness to buy fresh fruits online, sex, age and education, and perceived usefulness and fashion. Perceived ease of use of online shopping significantly affected the willingness to buy fresh fruits online. On this basis, a series of development countermeasures and suggestions are put forward, such as making precise marketing strategies for specific groups, ensuring the quality of fresh fruits, improving the service quality of online merchants and increasing consumers' perceived usefulness and perceived ease of use to buy fresh fruits online.
【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55
，
本文编号：2150685
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