长春市农村消费者网购意愿影响因素研究

发布时间：2018-05-06 06:48

本文选题：农村消费者 + 网购意愿　；参考：《吉林农业大学》2017年硕士论文

【摘要】：在当今信息化高度发达的时代,电脑和手机等上网设备普及率飙升,网上购物已成为人们生活消费的重要手段,对国民经济和社会生活产生了深远的影响。农村市场作为中国消费市场的重要组成部分,目前农村地区对于网络的应用较狭窄,网购比例相对于城市的也较低,研究拓展农村居民网购市场,提供方便、快捷、高质量的服务,对于促进农业和农村经济发展,增加农民收入,繁荣农村经济,具有十分重要的意义。党的十八届五中全会后,政府着眼于推进互联网的全面普及工作。2015年12月召开的中央农村工作会议指出,要大力促进农村电子商务发展。网络消费作为一种新型消费形式正在逐步地走进农村居民的生活。就网民规模而言,中国拥有的农村网民人口约2亿,是世界上人数最多的农村网民群体。农村居民网购环境的优化,挖掘了农村居民的网上购物需求,政府及政策的支持让我国农村电子商务迎来重大发展机遇,但农村消费者的消费习惯、生活环境以及个体收入水平等因素对其网络消费行为制约很大,中国农村消费者的网络消费市场潜力有待发掘,农村消费者的网购意愿也有待深入的研究。本文运用技术接受模型和感知风险理论结合农村消费者网购的实际情况,从感知有用、感知易用、感知风险三个方面建立农村消费者网购行为态度的假设关系,再结合计划行为理论,建立了农村消费者网购意愿假设模型,模型包括的潜变量有:行为态度、主观规范、行为控制、网购意向等。研究通过对长春市所辖县(市、区)农村消费者进行实地调查问卷,分析影响长春市农村消费者的网购意愿影响因素。运用SPSS18.0统计分析软件,采用Logistic模型分析影响目标调查地区农村消费者网购意愿的因素。研究的结果表明,潜变量“行为态度”和“行为控制”显著影响农村消费者的网购意愿。行为态度中选取的可观变量对研究的正向影响程度从大到小依次是品类丰富、经济风险和快递便利;主观规范受可观变量“在意预期评价”和“消费习惯”的影响最为明显;行为控制受“会操作”显著影响;网购意向受“很满意”显著影响。文章最后根据研究结论提出了相关的政策建议。一是开设规范的农村信息化培训,提升农村消费者信息技能水平;二是完善农村消费者网购体验,强化网络安全机制;三是建立优化的物流体系,完善农村网络基础设施;四是鼓励东北地区产业在电子商务平台实践和发展。
[Abstract]:In the era of highly developed information technology, the popularization rate of Internet equipment such as computers and mobile phones has soared, and online shopping has become an important means for people to live and consume, which has a profound impact on the national economy and social life. Rural market is an important part of Chinese consumer market. At present, the application of network in rural areas is relatively narrow, and the proportion of online shopping is lower than that in urban areas. High quality service is of great significance for promoting the development of agriculture and rural economy, increasing farmers' income and prospering rural economy. After the Fifth Plenary session of the 18th CPC Central Committee, the government focused on promoting the overall popularization of the Internet. The Central Rural work Conference held in December 2015 pointed out that it is necessary to vigorously promote the development of rural e-commerce. As a new type of consumption, network consumption is gradually entering the life of rural residents. In terms of Internet users, China has about 200 million rural netizens, the largest number of rural netizens in the world. The optimization of rural residents' online shopping environment has excavated the online shopping needs of rural residents. The support of the government and policy has brought great opportunities for the development of rural e-commerce in China, but the consumption habits of rural consumers, The factors such as living environment and individual income level restrict their online consumption behavior greatly. The potential of Chinese rural consumers' online consumption market needs to be explored, and rural consumers' willingness to purchase online needs to be further studied. This paper applies the technology acceptance model and the theory of perceived risk to combine with the actual situation of rural consumers' online shopping, and establishes the hypothetical relationship of rural consumers' behavior attitude of online shopping from three aspects: perceived usefulness, perceived ease of use and perceived risk. Combined with the planning behavior theory, this paper establishes the assumption model of rural consumers' online purchase intention. The model includes the following latent variables: behavior attitude, subjective norms, behavior control, online purchase intention and so on. Through the field survey of rural consumers in counties (cities and districts) under the jurisdiction of Changchun, the paper analyzes the influencing factors of rural consumers' willingness to purchase online in Changchun. Using SPSS18.0 statistical analysis software, Logistic model was used to analyze the factors influencing rural consumers' willingness to purchase online in targeted areas. The results show that the latent variables "behavior attitude" and "behavior control" significantly affect rural consumers' online shopping willingness. The degree of positive influence of observable variables selected in behavior and attitude from large to small is in order of rich categories, economic risk and convenience of express delivery, and subjective norms are most obviously influenced by appreciable variables, such as "caring about expectation evaluation" and "consumption habit". Behavior control is significantly affected by "can operate" and online purchase intention is significantly affected by "very satisfactory". Finally, according to the conclusions of the study, the article puts forward the relevant policy recommendations. One is to set up standardized rural information training to improve rural consumers' information skills; the other is to improve the experience of rural consumers online shopping, strengthen the network security mechanism, third, to establish an optimized logistics system, improve rural network infrastructure; The fourth is to encourage the northeast region industry in e-commerce platform practice and development.
【学位授予单位】：吉林农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55

【参考文献】