消费者网购热带水果意愿影响因素的实证研究

发布时间：2018-08-24 19:21

【摘要】：进入21世纪之后,随着网络通信技术日新月异的高速发展,互联网已经逐渐渗透到人们日常生活中的方方面面,成为人们生活中不可或缺的一部分。网络购物已成为人们日常生活离不开的重要购物渠道之一。移动通信技术的飞速发展和移动智能设备的普及带动了移动支付功能的发展。随着移动支付功能的完善和普及,"线下购买,线上支付"逐渐成为了传统网络购物模式新的延伸。尽管网络购物已经如此便捷与普及,但热带水果的电子商务市场发展却一直相对缓慢。除了因为热带水果具有生鲜农产品常温下保质期短,易腐烂变质的一般特点,储运流通的成本相对较高外,消费者对其网购意愿不强,网购热带水果的消费习惯尚未养成,热带水果网购需求不高也是值得关注的原因。对于消费者网购热带水果意愿的影响因素的研究在一定程度上关系到热带水果网络销售市场的发展,具有较强的现实意义。本文将围绕探讨影响消费者网购热带水果意愿的因素这一研究目的展开。通过对相关领域的研究成果的回顾与综述,本文挖掘到了较为成熟的理论依据,具体包括计划行为理论,消费者感知价值理论,消费者感知风险理论以及技术接受模型理论,并据此构建了消费者网购热带水果意愿影响因素的理论模型框架。在此基础上,本文基于在2016年3月至2016年9月对消费者网购热带水果意愿影响因素的开展的调研工作中所得到的数据进行了实证分析,深入探讨了研究模型中"消费者对网购热带水果的态度"、"消费者对网购热带水果感知有用性"、"消费者对网购热带水果感知易用性"、"消费者对网购热带水果感知风险"、"消费者对网购热带水果感知价值"这五个影响因素变量与消费者网购热带水果意愿之间存在的相关关系,以及调节变量"购物网站服务质量"在它们之间的调节效应。研究结论表明,除了 "消费者对网购热带水果感知风险"变量对消费者网购热带水果意愿具有显著的负向影响,其余四个变量对消费者网购热带水果意愿均具有显著的正向影响。此外,"购物网站服务质量"在"消费者对网购热带水果的态度"、"消费者对网购热带水果感知价值"这两个影响因素变量与消费者网购热带水果意愿之间调节作用不显著,而在其他三个影响因素变量与消费者网购热带水果意愿之间均具有显著的调节作用。最后,本文依据研究所得结论针对有效增强消费者网购热带水果意愿,从而刺激网购热带水果需求,扩大热带水果网络交易规模,促进热带水果电商发展提出了以下具体建议:(1)加大对"网购热带水果"的宣传力度;(2)加强对电商平台网站的设计优化;.(3)加强电商平台的促销力度;(4)提升产品品质保障;(5)建立完善的交易保障体系。
[Abstract]:After entering the 21st century, with the rapid development of network communication technology, the Internet has gradually penetrated into every aspect of people's daily life and become an indispensable part of people's life. Online shopping has become one of the most important shopping channels in our daily life. The rapid development of mobile communication technology and the popularity of mobile intelligent devices drive the development of mobile payment function. With the improvement and popularization of mobile payment function, "offline purchase, online payment" has gradually become a new extension of traditional online shopping mode. Despite the convenience and popularity of online shopping, the e-commerce market for tropical fruits has been relatively slow. In addition to the fact that tropical fruits have the general characteristics of short shelf life at room temperature for fresh agricultural products, perishability and deterioration, relatively high cost of storage and transportation and circulation, consumers are not willing to buy tropical fruits online, and the consumption habits of tropical fruits have not yet been formed. Tropical fruit online shopping demand is not high is also worthy of attention. To a certain extent, the study on the influencing factors of consumers' willingness to buy tropical fruits online relates to the development of the online sales market of tropical fruits, which is of great practical significance. The purpose of this study is to explore the factors that influence consumers' willingness to buy tropical fruits online. By reviewing and summarizing the related research results, this paper excavates the more mature theoretical basis, including planning behavior theory, consumer perceived value theory, consumer perceived risk theory and technology acceptance model theory. A theoretical model framework of influencing factors of consumers' willingness to buy tropical fruits online is constructed. On this basis, this paper makes an empirical analysis based on the data obtained from a survey on the factors affecting consumers' willingness to purchase tropical fruits online from March 2016 to September 2016. In this paper, we deeply discuss the attitudes of consumers towards tropical fruits online, the usefulness of consumers' perception of tropical fruits, the ease of consumers' perception of tropical fruits, and the consumers' perception of tropical fruits online. The relationship between consumer perceived value of tropical fruits online and the willingness of consumers to buy tropical fruits online. And adjusts the variable "shopping website service quality" the adjustment effect between them. The results showed that, in addition to the "consumer perceived risk to tropical fruits" variables, there was a significant negative impact on consumers' willingness to purchase tropical fruits online. The other four variables had significant positive effects on consumers' willingness to buy tropical fruits online. In addition, the "shopping website service quality" consumers' attitude to tropical fruits "," consumers' perceived value of tropical fruits "and the consumers' willingness to purchase tropical fruits were not significant. The other three factors had a significant effect on the consumers' willingness to buy tropical fruits online. Finally, based on the conclusions of the study, this paper aims at effectively enhancing consumers' willingness to purchase tropical fruits online, thus stimulating the demand for online purchase of tropical fruits and expanding the scale of online trading of tropical fruits. To promote the development of ecommerce of tropical fruits, the following specific suggestions are put forward: (1) to increase the publicity of "online purchase of tropical fruits"; (2) to strengthen the design and optimization of ecommerce platform website; (3) to strengthen the promotion of ecommerce platform; (4) to enhance the quality of products Safeguard; (5) establish perfect transaction guarantee system.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6;F323.7

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