农产品电商平台互动性对用户粘性的影响研究

发布时间：2018-06-02 03:14

本文选题：农产品电商 + 互动性　；参考：《东北财经大学》2016年硕士论文

【摘要】：随着互联网技术的进步以及相应配套设施的逐渐完善,我国农产品电子商务得到了很好的发展,通过网络购买农产品已经十分普遍。但受农产品特殊的产品属性以及消费者传统购买习惯的影响,我国农产品电商企业普遍处于亏损的状态,用户粘性仅为30%(中国电子商务研究中心报告,2015)。如何提升农产品电商网站吸引力,成功保留顾客,成为农产品电商企业成功发展的关键。同时,通过对已有文献的梳理发现,对于用户粘性影响因素的研究大多集中于网站内容、娱乐性、归属感、满意和信任、承诺几个变量。而互动性作为影响消费者决策和态度的重要因素在用户粘性的影响因素研究中较少涉及。因此,本文构建了以互动性为自变量、社会临场感为中介变量、用户粘性为因变量的理论模型,旨在探究农产品电商平台的互动性对用户粘性的影响,以期为我国农产品电商的发展提供有价值的管理建议。本文针对的是在农产品电商网站上有过购买经历的消费者,通过现场拦截和网络调研平台发放调查问卷,并利用SPSS19.0软件对收集的223个样本数据进行实证检验。研究结果显示,第一,互动性(消费者与卖家互动、消费者之间互动)既能直接影响用户粘性,又能通过社会临场感(意识、情感、认知社会临场感)对用户粘性产生间接影响;而互动性中消费者与网站互动虽然对用户粘性有显著的正向影响,但对社会临场感的影响并不显著;第二,社会临场感对用户粘性有显著影响。这些结论,一方面丰富了我国农产品电商领域的研究。现有的相关研究大多是从消费者购买动机、意愿和信任角度展开的。本文从消费者感知角度出发,揭示了互动性对用户粘性的影响路径和社会临场感在这一影响中的中介作用。另一方面,本文的研究结果也为农产品电商企业提供了有价值的管理建议。经营者有必要充分认识和了解互动性、社会临场感在消费者购买过程中的重要影响,努力搭建有利于网站中相关主体沟通、互动的平台,促使消费者从一般顾客转变为忠诚顾客。然而,本文的研究仍存在一些不足。首先,调研样本存在缺陷,涉及的农产品电商平台均类型单一,没有将其他类型的电商平台纳入到研究范围;其次,本文将消费者年龄、性别、收入和受教育水平作为控制变量纳入到互动性与用户粘性关系的模型中,忽略了其他诸如购买频率的控制作用。而事实上,在网络购买行为的研究中,购买频率也可以影响消费者对产品的偏好。这些局限为以后的研究指明了方向。
[Abstract]:With the progress of Internet technology and the improvement of corresponding supporting facilities, e-commerce of agricultural products in China has been well developed, the purchase of agricultural products through the network has been very common. However, due to the special product attributes of agricultural products and the traditional purchasing habits of consumers, Chinese agricultural products e-commerce enterprises are generally in a state of loss, and the user stickiness is only 30% (China E-commerce Research Center report No. 2015). How to improve the attractiveness of agricultural products ecommerce websites and keep customers successfully becomes the key to the successful development of agricultural products e-commerce enterprises. At the same time, through the existing literature, we find that most of the research on the factors affecting user stickiness is focused on the website content, entertainment, sense of belonging, satisfaction and trust, commitment several variables. As an important factor influencing consumer decision and attitude, interactivity is less involved in the research of user stickiness. Therefore, this paper constructs a theoretical model with interaction as independent variable, social presence as intermediary variable and user stickiness as dependent variable, in order to explore the influence of interaction of agricultural products ecommerce platform on user stickiness. In order to provide valuable management suggestions for the development of agricultural products e-commerce in China. This paper aims at the consumers who have bought on the agricultural products e-commerce website, and distributes the questionnaire through the field interception and network research platform, and uses SPSS19.0 software to carry on the empirical test to the 223 sample data collected. The results show that, first, interactivity (consumer-seller interaction, consumer interaction) can directly affect user stickiness as well as social presence (consciousness, emotion), Cognitive social presence) has an indirect impact on user stickiness; while the interaction between consumers and websites has a significant positive impact on user stickiness, it does not have a significant impact on social presence; second, Social presence has a significant impact on user stickiness. These conclusions, on the one hand, enrich the field of agricultural products e-commerce research. Most of the existing studies are conducted from the perspective of consumer purchase motivation, willingness and trust. From the perspective of consumer perception, this paper reveals the influence path of interaction on user stickiness and the intermediary role of social presence in this influence. On the other hand, the research results of this paper also provide valuable management suggestions for agricultural e-commerce enterprises. It is necessary for operators to fully understand and understand the interaction, the important impact of social presence in the process of consumer purchase, and strive to build a platform conducive to the communication and interaction of relevant subjects in the website. To change consumers from ordinary customers to loyal customers. However, there are still some shortcomings in the research of this paper. First of all, there are defects in the research sample, the agricultural products ecommerce platform involved is of a single type, and other types of e-commerce platform are not included in the study. Secondly, this paper takes the age and gender of the consumer into account. As a control variable, income and education level are incorporated into the model of the relationship between interaction and user stickiness, while other controlling effects such as purchase frequency are neglected. In fact, in the study of online purchasing behavior, purchasing frequency can also affect consumers' preference for products. These limitations point the way for future research.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F323.7;F724.6

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