干果类农产品网购意愿影响因素研究

发布时间：2018-01-15 12:14

本文关键词：干果类农产品网购意愿影响因素研究　出处：《沈阳农业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术在社会各个领域的渗入,网络购物已经成为一种重要的交易形式,改变了普通消费者的生活方式。与传统购物方式不同,网购不仅突破了地域与时间的限制,提高了交易效率;同时减少了中间环节,降低了交易成本,从而刺激了消费者的购买欲望。在众多网购产品中,农产品作为生活必需品之一,其网络交易金额逐年增长,成为网购领域的"后起之秀"。而干果类农产品是农产品的一个重要种类,因此研究干果类农产品网购意愿影响因素及其作用关系,对于干果类农产品电商企业了解消费者的需求、促进企业发展具有重要意义。消费者对干果类农产品的网购意愿,除了受到一般网购因素的影响,还会受到自身产品特征和消费者特征等因素的影响。本文采用解释能力较强且在国际上普遍采纳的技术接受模型(TAM)进行分析,从干果类农产品特征、感知渠道特征(包括感知网购容易、感知网购有用和感知网购风险)以及消费者个体特征(包括网购经验和消费者创新性)三个方面因素构建了干果类农产品网购意愿影响因素理论模型,共定义6个潜变量和24个观测变量,并提出理论假设。然后,基于问卷调查回收的410份有效问卷,运用结构方程模型(SEM)进行实证研究,分析了干果类农产品网购意愿的主要影响因素,并探讨了各影响因素对网购意愿的影响关系,包括具体的作用路径及影响程度。最后,对网购经验和消费者创新性两个调节变量进行分组检验,验证了其在各影响路径中的调节作用。实证结果表明,干果类农产品特征、感知网购容易、感知网购有用和消费者创新性这四个变量都是干果类农产品网购意愿的主要影响因素,但是感知网购风险变量对网购意愿的影响不显著。各影响因素的具体作用路径为:干果类农产品特征、感知网购容易和消费者创新性三个变量都是通过感知网购有用这个中介变量,对网购意愿产生间接的正向影响;感知网购有用这一变量会对网购意愿产生直接的正向影响。其影响程度由大到小依次为:感知网购有用对网购意愿的影响、感知网购容易对感知网购有用的影响、干果类农产品特征对感知网购容易的影响、干果类农产品特征对感知网购有用的影响、消费者创新性对感知网购有用的影响、消费者创新性对感知网购容易的影响,其标准化路径系数分别是0.927、0.556、0.746、0.308、0.278、0.204,且都达到了 0.001的显著水平。另外,调节变量的分组检验结果显示,网购经验和消费者创新性这两个变量在各影响因素的路径关系中存在部分调节作用。最后根据实证结果,为干果类农产品的网络营销提出了一些建议和参考。
[Abstract]:With the infiltration of Internet technology in various fields of society, online shopping has become an important transaction form, which has changed the way of life of ordinary consumers, which is different from the traditional way of shopping. Online shopping not only breaks through the limitation of region and time, but also improves the efficiency of transaction. At the same time, it reduces the intermediate link, reduces the transaction cost, thus stimulates the consumer's desire to buy. Among the numerous online products, agricultural products as one of the necessities of life, the amount of online transactions is increasing year by year. Become a "rising star" in the field of online shopping. And dry fruit type of agricultural products is an important kind of agricultural products, so research dry fruit type of agricultural products online shopping willingness to influence factors and their role relationship. For the dry fruit agricultural products e-commerce enterprises understand the needs of consumers and promote the development of enterprises is of great significance. Consumers of dry fruit type of agricultural products online shopping willingness, in addition to the impact of general online shopping factors. It will also be affected by its own product characteristics and consumer characteristics. This paper analyzes the characteristics of dry and fruit agricultural products by using the technology acceptance model (TAM), which has strong explanatory power and is widely adopted in the world. Perceptual channel features (including perceived online shopping easy. This paper constructs a theoretical model of influencing factors of online purchase willingness of dried fruit agricultural products from three aspects: perceived usefulness and perceived online purchase risk) and consumer individual characteristics (including online shopping experience and consumer innovation). A total of 6 latent variables and 24 observation variables were defined and theoretical assumptions were put forward. Then, based on 410 valid questionnaires collected by questionnaire, the structural equation model (SEM) was used to carry out empirical research. This paper analyzes the main influencing factors of the willingness of online purchase of dried fruit agricultural products, and probes into the relationship between the influence factors on the willingness to purchase online, including the specific action path and the degree of influence. Finally. Online shopping experience and consumer innovation of two regulatory variables for the grouping test, to verify its regulatory role in each path. The empirical results show that dry fruit type of agricultural products characteristics, easy to perceive online shopping. Perceived online shopping usefulness and consumer innovation of these four variables are the main factors that affect the willingness of online shopping of dry fruit agricultural products. However, perceived online purchase risk variables have no significant impact on the willingness to buy online. The specific path of each influencing factor is: the characteristics of dry and fruit agricultural products. The three variables of perceived ease of online shopping and consumers' innovation are indirect positive effects on the willingness of online shopping through perceived usage of online shopping. Perception of the usefulness of online shopping this variable will have a direct positive impact on online shopping willingness. Perception of online shopping is easy to sense the impact of useful online shopping, dry fruit type of agricultural products on the perception of the impact of easy to buy online, dry fruit type of agricultural products characteristics on the perception of the useful effects of online shopping. The impact of consumer innovation on perceived online shopping usefulness, consumer innovation on perceived online shopping easy to influence, its standardized path coefficient is 0.927 / 0.556 / 0.746/ 0.308 respectively. 0.278 and 0.204, all of which reached the significant level of 0.001. In addition, the results of grouping test of regulating variables showed that. The two variables of online shopping experience and consumer innovation have some regulating role in the path relationship of various influencing factors. Finally, according to the empirical results, some suggestions and references for the online marketing of dry fruit agricultural products are put forward.
【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F713.55;F724.6

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