基于消费者支付意愿的茶叶电子商务研究

发布时间：2018-01-25 06:46

本文关键词： 支付意愿茶叶电子商务感知风险满意度　出处：《福建农林大学》2010年硕士论文　论文类型：学位论文

【摘要】： 20世纪后期,电子商务逐渐在世界范围内兴起,并且对人类的社会经济和生活产生了越来越大的影响。随着电子商务的蓬勃发展,电子商务已经成为21世纪增长速度最快的行业,作为信息技术革命最伟大的技术成果之一,电子商务已经成为当代世界社会经济发展最主要动力。我国是茶叶生产和消费大国,目前我国茶叶销售主要还是以传统的店铺为主,茶叶在网上的销售额在全国茶叶销售总额中所占比例微不足道,迄今为止没有一例比较成功的茶叶电子商务案例。究其原因,现阶段茶叶消费者很少在网上购买茶叶的主要原因有:1、不习惯在网上购物2、可能上当受骗3、网上支付不安全4、茶叶质量没法保证等。因此,笔者提出对茶叶消费者支付意愿和茶叶电子商务之间的关系进行系统和深入的研究,以明确消费者支付意愿与茶叶电子商务的相关关系,以便更好的帮助和推动茶叶电子商务的发展。本研究以福州市作为样本采集地,放调查问卷261份,回收有效问卷220份,调查福州消费者网上购买茶叶支付意愿的影响因素。分析结果表明:消费者网上支付意愿的程度对茶叶电子商务建设至关重要,如何提高茶叶消费者网上购买茶叶的支付意愿是茶叶电子商务建设过程之中的首要议题。样本分析结果表明:当消费者对茶叶电子商务的了解越少,消费者网上购买茶叶的意愿就越低,消费者对茶叶电子商务了解程、感知风险和满意度与消费意愿之间存在正相关关系,即茶叶消费者对茶叶电子商务越熟悉,则其网上购买茶叶的消费意愿就越高,社会风险与购买意愿之间存在微弱负相关关系。据此,笔者认为为了增强茶叶电子商务网站对茶叶消费者的吸引力应该从一下四个方面入手:1.加强完善茶叶电子商务平台的服务体系;2.提高网上支付的安全程度; 3.健全网上茶叶销售标准化体系; 4.选择先进的物流模式;5.建立茶叶电子商务平台的信用体系。
[Abstract]:In 20th century, electronic commerce gradually rose in the world, and it has more and more influence on the social economy and life of human beings. With the rapid development of electronic commerce. In 21th century, electronic commerce has become the fastest growing industry. As one of the greatest technological achievements of the information technology revolution, electronic commerce has become the main driving force of the social and economic development in the contemporary world. China is a large country in tea production and consumption. At present, the tea sales in our country are mainly based on traditional shops, and the sales of tea on the net account for a negligible proportion of the total sales of tea in the whole country. So far there is not a relatively successful case of tea e-commerce. The reason is that tea consumers rarely buy tea on the Internet at this stage the main reason is: 1, not accustomed to online shopping 2. May be cheated 3, online payment insecurity 4, tea quality can not be guaranteed. Therefore, the author proposed a systematic and in-depth study on the relationship between tea consumers' willingness to pay and tea e-commerce. In order to clarify the relationship between consumers' willingness to pay and tea e-commerce, in order to better help and promote the development of tea e-commerce. In this study, Fuzhou was taken as the sampling place, 261 questionnaires were collected and 220 valid questionnaires were collected. The results show that the degree of consumers' willingness to pay online is very important to the construction of electronic commerce of tea. How to improve the tea consumers' willingness to pay for the purchase of tea online is the most important issue in the process of building tea e-commerce. The sample analysis results show that: the less consumers know about tea e-commerce. The lower the consumers' willingness to buy tea on the Internet, the more familiar the tea consumers are with the tea e-commerce, the perceived risk and satisfaction are positively related to the consumption will. The higher the consumption willingness of tea is, the less negative correlation exists between social risk and purchase intention. Accordingly, the author thinks that in order to enhance the appeal of tea e-commerce website to tea consumers, we should start with the following four aspects: 1. Strengthen and perfect the service system of tea e-commerce platform; 2. Improving the security of online payment; 3. Perfect the standardization system of tea sale on line; 4. Choosing advanced logistics mode; 5. Establish the credit system of tea e-commerce platform.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.82;F724.6

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