基于消费者视角的农产品电子商务研究

发布时间：2018-08-07 16:58

【摘要】：农产品电子商务,是当前电子商务领域发展最为迅猛的一个领域。然而,农产品电子商务发展存在着若干重大困难,如果不能有效的解决这些问题,农产品电子商务就难以实现高水平的快速发展。为此,文章从消费者视角对农产品电子商务发展的主要问题、影响因素、市场前景等进行分析,为这个行业的发展提供理论支持。首先,文章简要介绍了消费者行为理论尤其是消费者决策理论；同时,对国内农产品电子商务方面已有的研究进行了归纳总结。然后,文章对农产品电子商务的发展现状进行了描述,并总结梳理出了传统电商开始涉足农产品领域、电商与速递业务服务商互相渗透、农产品生产商开始进军电子商务等三个发展特点。此外,简要介绍了国外同行业的发展情况。在文章的主体部分,根据消费者行为理论,参考消费者行为模型中影响消费者意愿和行为的因素,对影响农产品电子商务中消费者意愿和行为的因素进行分类提炼,设计了农产品电子商务方面消费者意愿和行为以及相关影响因素方面的问题；并按照消费者回答的方便性设计了调研问卷。论文对获得的调查数据进行了统计分析。结论显示：消费者的网购经历与农产品的网购意愿和行为高度相关；农产品的质量、安全、保鲜、运输、价格直接影响消费者网络购买农产品的意愿和行为；对于影响农产品网购的几方面因素,网购过农产品的受访者有着较高的满意度,因此农产品电子商务有着较大的发展潜力。最后,在上述研究的基础上,文章对农产品电商以及政府提出了相关的政策建议。建议在电商为消费者提供更得网购体验,并建设好全程冷链体系和完善农产品质量分级标准体系；建议政府部门支持农业规模化经营、加快农村网络基础实施建设并完善相关配套措施。
[Abstract]:Agricultural products e-commerce is the most rapid development in the field of e-commerce. However, there are some major difficulties in the development of agricultural e-commerce. If these problems can not be effectively solved, it will be difficult to achieve a high level of rapid development of agricultural e-commerce. Therefore, this paper analyzes the main problems, influencing factors and market prospects of the development of agricultural products e-commerce from the perspective of consumers, and provides theoretical support for the development of this industry. First of all, the paper briefly introduces the theory of consumer behavior, especially the theory of consumer decision-making, and summarizes the existing research on e-commerce of agricultural products in China. Then, the article describes the development of agricultural e-commerce, and summarizes the traditional e-commerce began to enter the field of agricultural products, e-commerce and express service providers mutual penetration, Agricultural products producers began to enter electronic commerce and other three characteristics of development. In addition, the development of the same industry abroad is briefly introduced. In the main part of the article, according to the theory of consumer behavior, referring to the factors that influence consumer's will and behavior in the consumer behavior model, the paper classifies and refines the factors that affect consumer's will and behavior in agricultural products electronic commerce. The questions of consumer will and behavior and related influencing factors in agricultural e-commerce were designed, and the questionnaire was designed according to the convenience of consumers to answer. The statistical analysis of the survey data is carried out in this paper. The results show that the online shopping experience of consumers is highly related to the willingness and behavior of agricultural products, and the quality, safety, freshness, transportation and price of agricultural products directly affect the willingness and behavior of consumers to purchase agricultural products on the Internet. The interviewees who have purchased agricultural products online have higher satisfaction with the factors that affect the online purchase of agricultural products, so e-commerce of agricultural products has great development potential. Finally, on the basis of the above research, the article puts forward the relevant policy recommendations to the agricultural products e-commerce and the government. It is suggested that e-commerce should provide consumers with a more online shopping experience, build a complete cold chain system and improve the quality grading standard system for agricultural products, and that government departments should support large-scale agricultural operations. We will speed up the implementation of rural network infrastructure and improve relevant supporting measures.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F323.7

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