云南省农产品网络顾客偏好模型研究

发布时间：2018-01-19 03:21

本文关键词： 云南省农产品顾客认知价值网络顾客偏好模型　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：农产品电子商务经过近几年的发展已成为网络营销领域的新蓝海,云南省由于优越的生态环境和多样的气候和地形地貌,使得云南省在高原特色农产品方面优势明显,对于开展农产品网络电子商务工作具有十分优越的资源优势。为了更好的了解和把握云南省农产品网络顾客在网购云南农产品时的偏好,非常有必要对影响云南省农产品网络顾客偏好的因素进行研究,以便于更好的开展农产品网络营销工作。为此,本文主要是从偏好理论、顾客认知价值理论以及消费者行为理论的角度,立足于质量因素、安全因素、价格收益以及便利性因素四个维度探讨影响云南省农产品网络顾客偏好的因素。通过以质量因素、安全因素、价格收益和便利性因素为预测变量,以网络顾客偏好认知价值为中介变量,网络顾客偏好为结果变量提出研究假设和构建云南省农产品网络顾客偏好影响因素模型进行验证。在分析流程上,主要是通过运用SPSS19,首先对回收的网络顾客偏好问卷数据进行描述性分析以及探索性分析验证问卷的信度和效度;进而运用AMOS软件进行验证性因子分析对数据进行进一步检验;再是通过收集的问卷数据对研究模型进行验证性因子分析;最后,检验研究假设和进行模型拟合和修正,并在此基础上提出营销建议。根据研究结果表明:质量因素、安全因素、价格收益以及便利性因素都对云南省农产品网络顾客认知价值有显著的正向影响。质量因素、安全因素和价格收益都对云南省农产品网络顾客偏好有显著的正向影响。便利性因素对云南省农产品网络顾客偏好有直接正向影响,但是不显著。云南省农产品网络顾客认知价值对云南省农产品网络顾客偏好有显著正向影响。同时发现云南省农产品网络顾客认知价值在质量因素、安全因素、价格收益、便利性因素与云南省农产品网络顾客偏好间起到中介作用。且云南省农产品网络顾客由于在年龄、性别、受教育程度、职业以及收入等方面的不同,表现出了不同的偏好。
[Abstract]:After the development of E-commerce of agricultural products in recent years, it has become a new blue sea in the field of network marketing. Due to its superior ecological environment and diverse climate and landform, Yunnan Province. So that Yunnan Province in the plateau characteristics of agricultural products advantage is obvious. In order to better understand and grasp the preferences of Yunnan agricultural products network customers when purchasing agricultural products online, it has a very superior resource advantage for the development of e-commerce work of agricultural products network. It is very necessary to study the factors that affect the preference of Yunnan agricultural products network customers in order to better carry out the agricultural products network marketing. For this reason, this paper mainly from the preference theory. Customer cognitive value theory and consumer behavior theory, based on quality factors, safety factors. The four dimensions of price income and convenience factors are to explore the factors that affect the preference of agricultural products network customers in Yunnan province. By using quality factor, safety factor, price income factor and convenience factor as predictive variables. Taking the cognitive value of network customer preference as the intermediary variable and the network customer preference as the result variable, this paper puts forward the research hypothesis and constructs a model of the influencing factors of Yunnan agricultural products network customer preference. Mainly through the use of SPSS19, first of all, the reclaimed network customer preference questionnaire data are analyzed descriptive and exploratory analysis to verify the reliability and validity of the questionnaire; Furthermore, the AMOS software is used to further test the data by confirmatory factor analysis. Secondly, the research model is verified by questionnaire data. Finally, test the research hypothesis and carry out model fitting and modification, and put forward marketing suggestions on this basis. According to the research results: quality factors, safety factors. Price gains and convenience factors have a significant positive impact on the cognitive value of agricultural products network customers in Yunnan Province. Safety factors and price gains have a significant positive impact on the consumer preference of agricultural products network in Yunnan province. Convenience factors have a direct positive impact on the consumer preferences of agricultural products network in Yunnan province. But not significant. Yunnan agricultural products network customer cognitive value has a significant positive impact on Yunnan agricultural products network customer preference. At the same time found that Yunnan agricultural products network customer cognitive value in quality factors, security factors. Price benefits, convenience factors and Yunnan agricultural products network customer preferences play an intermediary role. And Yunnan agricultural products network customers due to age, sex, education, occupation and income. Different preferences are shown.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F323.7

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