消费者网购干果类农产品行为意向研究——基于TAM理论的分析

发布时间：2017-12-26 17:29

本文关键词：消费者网购干果类农产品行为意向研究——基于TAM理论的分析　出处：《农业经济》2017年05期 　论文类型：期刊论文

【摘要】：本文依据技术接受模型理论(TAM),以干果类农产品为研究对象,构建消费者网购干果类农产品行为意向理论模型,并通过结构方程分析各影响因素对行为意向的影响关系,包括具体的作用路径及影响程度。结果表明:感知网购容易、干果类农产品特征和消费者创新性三个变量均通过感知网购有用对行为意向产生间接正向影响,影响程度依次减弱。感知网购有用对行为意向产生直接正向影响,且影响最大。感知网购风险对于行为意向的影响不显著。
[Abstract]:Based on the theory of Technology Acceptance Model (TAM), the dried fruit of agricultural products as the research object, build consumer online shopping dry agricultural products behavior intention theory model, and through structural equation analysis of the relationship between various factors influence on behavior intention, including the role and influence of the specific path. The results showed that three variables of perceived online shopping, dry fruit characteristics and consumer innovativeness all had an indirect positive effect on perceived usefulness of online shopping and behavioral intention, and the degree of influence diminished in turn. Perceived online shopping has a direct positive impact on behavioral intentions and has the greatest impact. Perceived online shopping risk has no significant impact on behavioral intentions.
【作者单位】：沈阳农业大学经济管理学院;
【分类号】：F323.7;F724.6
【正文快照】： 一、引言近年来我国电子商务发展迅速,随着2015年中央一号文件关于创新农产品流通方式相关政策的提出,农产品网购作为一种新兴的消费方式逐渐为广大消费者接受。而干果类农产品具备保质期长、储存方便、包装简便等特点,更具有网络销售优势。本文以干果类农产品为研究对象,基于

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