基于参照点的可追溯农产品消费者网络购买意愿研究

发布时间：2018-03-16 06:35

  本文选题：显性参照点　切入点：隐性参照点　出处：《中国农业大学》2016年博士论文　论文类型：学位论文

【摘要】：近年来,随着电子商务的迅猛发展,网络购物作为电子商务的一种主要商业模式,由于其高效、便捷,消除时空限制等先天的优势,市场规模不断扩大,所涉及的商品种类不断丰富,试图借助电子商务手段来谋求发展的企业也越来越多。农产品可追溯体系作为国家推出的一个通过明确食品安全责任,保障食品质量安全的管理体系,并通过电子商务的手段,谋求可追溯农产品的快速推广,一定程度上缓解我国食品安全堪忧的现状,具有积极的理论和现实意义。论文以因子分析、结构方程模型、多元统计分析等方法作为数据处理手段,采用AMOS 16.0数据处理工具,区分可追溯农产品正面和负面表述的网购参照点,分别构建消费网购显性和隐性参照点一阶斜交模型、二阶验证性因子分析模型和可追溯农产品消费者网购意愿模型,从消费者感知收益和感知损失的角度对可追溯农产品消费者意愿的形成机制进行了分析。论文认为消费者网购意愿,乃至网购行为的形成是一个复杂的决策过程,存在参照依赖,对于可追溯农产品的网购消费者而言,不同于一般农产品更有其特殊性。研究发现：(1)消费者可追溯农产品网购意愿的形成存在两类参照点,显性参照点和隐性参照点,显性参照点包括产品框架效应、评价、属性、售后、配送、价格、销量和促销,基于229个样本数据的分析,其参数估计值分别为：0.954,0.953,0.948,0.871,0.861,0.814,0.770,0.677,均在95%的置信水平上显著,且模型适配度指标良好；隐性参照点包括购买目标、偏好和时间,其的参数估计值分别为0.900,0.887,0.828,均在95%的置信水平上显著,适配度指标良好。(2)可追溯农产品消费者网购显性参照点通过隐性参照点,间接对消费者感知收益和损失产生作用。基于235个样本数据的结构方程分析,区分正面和负面表述的消费者网购参照点,结果表明可追溯农产品正面表述的显性参照点对消费者感知收益并无直接显著影响,而是通过影响消费者隐性参照点,进而作用于消费者感知收益；而对可追溯农产品负面表述的显性参照点对消费者感知损失同样并无直接显著影响,是通过隐性参照点,间接影响消费者感知损失(3)可追溯农产品的消费者感知收益和损失,皆通过消费者网购态度,间接对消费者网购意愿产生影响。通过对消费者网购意愿模型的路径分析发现,可追溯农产品消费者网购感知收益对消费者网购意愿无显著正向影响,而对消费者网购态度有显著正向影响,说明消费者感知收益是通过影响消费者对可追溯农产品的网购态度,间接影响消费者网购意愿；对于消费者感知损失,同样通过形成负面的消费者网购态度,进而降低消费者对可追溯农产品的网购意愿。(4)可追溯农产品消费者网购意愿的形成一定程度上区别于一般农产品。一般农产品的消费者网购时更为看重农产品的价格、售后、产品以及产品使用属性等因素,而对可追溯农产品的网购消费者,由于其消费群体所具有的特性,更为关注对其偏好、消费目标等方面的满足程度,进而通过影响消费者网购态度作用于网购意愿。从网络营销的角度来看,网商企业应把满足消费者的网购目标,培育消费者对可追溯农产品的偏好,多种渠道树立良好的消费态度,作为产品营销的最终目标,通过在产品的评论、价格、产品属性、售后等多个方面建立优势,来逐渐形成消费者偏好和网购态度。
[Abstract]:In recent years, with the rapid development of e-commerce, online shopping as a major business model of electronic commerce, because of its high efficiency, convenience, eliminating the constraints of time and other congenital advantage, expanding the size of the market, the commodity types are continuously enriched, trying to use the electric means of e-commerce to seek the development of enterprises is also increasing. The agricultural products traceability system as the country launched through a clear responsibility for food safety, ensure food quality and safety management system, and by means of e-commerce, the rapid promotion for traceability of agricultural products, to some extent alleviate the situation of food safety worrying in our country, has a positive theoretical and practical significance. Based on the factor analysis of structural equation model, multivariate statistical analysis methods such as data processing method, using AMOS 16 data processing tools, agricultural products can be traced back to distinguish between positive and negative list The online shopping online shopping consumer reference point, constructs the explicit and implicit first-order oblique reference point model, two order confirmatory factor analysis model and traceability of agricultural products consumer online shopping intention model, analyzes the formation mechanism of agricultural products can be traced back to the willingness of consumers from consumer's perceived benefits and perceived loss of the consumer perspective. Online shopping and online shopping intention, formation behavior is a complex decision process, the existence of a reference dependence for traceability of agricultural products online shopping consumers, different from the general agricultural products has its particularity. The study found that: (1) the formation of consumer traceability of online shopping intention there are two types of reference point, explicit reference point the dominant and recessive reference point, reference points including product attributes, framing effect, evaluation, customer service, distribution, price, sales and promotion, analysis of 229 sample data based on the parameter estimation The values are: 0.954,0.953,0.948,0.871,0.861,0.814,0.770,0.677, were at the 95% significant level of confidence, and model fit index; implicit reference points including the purchase goal, preference and time, the estimated parameter values were 0.900,0.887,0.828, were at the 95% significant level of confidence, good fit index (2) can be traced. Agricultural products online shopping consumer dominant reference point through implicit reference point, the indirect effect on consumers' perceived gains and losses. Structural equation analysis of 235 sample data based on the distinction between positive and negative expression of the consumer online shopping point of reference, the results show that the dominant positive expression of the traceability of agricultural products reference point of consumer perception of income has no significant direct effects. But through the influence of consumer implicit reference point, and the effect on consumers perceived benefits; and the dominant agricultural products can be traced back to the negative list The reference point of consumer perception of loss also has no significant direct effects, through the implicit reference point, the indirect influence consumers' perceived loss (3) for traceability of consumer perception of gains and losses, through the consumer online shopping attitude on consumer online shopping will produce indirect effect on consumers' online shopping intention. Through the path analysis model can be found traceability of agricultural products online shopping consumers perceived gains no significant positive impact on consumer online shopping intention, and has a significant positive impact on consumer online shopping attitude shows that consumers perceived benefits is affected by the consumer of traceability of agricultural products online shopping attitude, indirect impact on consumer online shopping intentions; for consumers perceived loss, also through the formation of negative attitude of consumers online shopping. To further reduce consumers' traceability of agricultural products online shopping intention. (4) traceability of consumers online shopping. The formation of a certain extent from the general agricultural products. May the general agricultural products consumers online shopping more at the price of the product, customer service, product and product attributes and other factors, and the traceability of agricultural products online shopping consumers, because of having the consumer groups, more attention to their preference. Meet the degree of consumption targets, and then through the impact on consumer online shopping online shopping attitude effect on intention. From the perspective of network marketing, network business enterprises should meet the consumer's online shopping, cultivating consumer preferences for traceability of agricultural products, a variety of channels to establish a good consumer attitudes, as the ultimate goal of product marketing, through the products the comments, price, product attributes, establish the superior aspects of customer service, to gradually form consumer preferences and online shopping attitude.

【学位授予单位】：中国农业大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F724.6;F323.7;F713.55
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本文编号：1618742