网购生鲜农产品消费者购买意愿实证研究

发布时间：2018-01-29 12:40

本文关键词： 网络购买生鲜农产品生鲜电商消费者意愿影响因素　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着科技的不断进步和人们生活水平的提高,网络购物已经成为人们生活中不可缺少的一部分,国家对互联网的支持,使得电商的数量在不断增加,各个行业也开始加入到电商的行列,生鲜电商作为一个新兴事物也开始逐渐走进人们的生活,开始得到人们的关注。网购生鲜农产品受到很多因素的影响,正确地处理好各个影响因素和消费者购买意愿之间的关系,不管是对生鲜电商的发展,还是以后对这方面的研究,都有极其重要的意义。本文以技术接受模型和感知理论作为理论基础,运用实证研究方法,构建理论模型,提出相关假设,运用李克特七分量表设计调查问卷,对收集到的数据进行整理后,用SPSS22.0进行数据的处理和分析,首先对得到的数据进行信度和效度分析,以确保得到的数据是真实有效的,这样也有利于更好地分析各个影响因素对消费者购买意愿的影响,对消费者期望、消费者个人特征、消费者对生鲜电商网站质量感知、消费者网购感知以及消费者购买意愿进行因子分析,从而得出以下结论:第一,对消费者网购生鲜农产品有显著的正向影响的因素有消费者的就餐方式、做饭频度、上网便利性、网购方式、网购经历、消费者感知网购的有用性和易用性。第二,对消费者网购生鲜农产品没有显著影响的因素有消费者期望的配送效率、期望的产品价格、期望的产品新鲜度、期望的产品质量与安全、生鲜电商网站的信息质量、生鲜电商网站的服务质量、生鲜电商网站信息的可靠性、生鲜电商网站安全性以及消费者对网购风险的感知。根据得出的结论,在文章的最后,对生鲜电商企业的发展提出了相关建议,生鲜电商企业对于正向影响消费者网购生鲜意愿的几个方面进行改善,但是对于没有显著影响的因素也不能忽视,总之,不能忽视任何一个对消费者网购生鲜意愿的影响因素,这样生鲜电商才能够在电商行业得到快速的发展。
[Abstract]:With the progress of science and technology and the improvement of people's living standard, online shopping has become an indispensable part of people's lives, the national support of the Internet, makes the increase in the number, various industries have also begun to join the ranks of the electricity supplier, fresh electricity as a new thing has gradually entered people's life, start to get the attention of people. Online shopping for fresh agricultural products are affected by many factors, correctly handle the various factors and the relationship between the consumer purchase intention, whether it is the development of fresh electricity supplier, or the later research in this area, it has an extremely important significance. Based on the technology acceptance model and perception theory as the theoretical basis and the use of empirical research methods, constructs a theoretical model, put forward relevant assumptions, using the Likert seven scale questionnaire was designed to collect the data. After finishing, processing and analyzing data by SPSS22.0, first analyzes the reliability and validity of the data, to ensure that the data is valid, it also affects the better analysis of the impact of various factors on consumer purchase intention, expectation of consumer, consumer characteristics, consumer of fresh electricity site quality perception, perception and consumer online shopping consumer purchase intention to carry on the factor analysis, thus draws the following conclusion: first, the factors have a significant positive impact on consumer online shopping fresh agricultural products are consumer dining, cooking frequency, convenience of the Internet, online shopping, online shopping online shopping experience, perceived usefulness and ease of use. Second factors have no significant impact on consumer online shopping fresh agricultural product distribution efficiency in consumer expectations, expected product prices, expected production Product freshness, product quality and safety expectations, the information quality of fresh electricity supplier website, fresh electricity supplier website service quality and reliability information of fresh electricity supplier website, fresh electricity supplier website security and consumer perception of online shopping risk. According to the conclusion, at the end of the article, some suggestions on the development of fresh electricity enterprises put fresh business enterprise to improve several aspects of positive effect on consumers' online shopping intention for fresh, but no significant effect cannot be ignored, in short, can not ignore any impact on consumer online shopping fresh willingness, so fresh electricity can get fast development in the electricity industry.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6;F713.55

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