基于社会认知和感知价值的生鲜农产品网购意愿影响因素研究

doi:10.16036/j.issn.1000-2650.201909006

摘要/Abstract

摘要： 【目的】探索影响消费者网购生鲜农产品意愿的因素,为生鲜农产品电商发展提供新思路。【方法】以社会认知理论和感知价值理论为基础,构建理论模型,从消费者认知、电商平台环境、产品环境3个维度,感知收益和感知风险两个层次设计指标并分别分析了生鲜农产品网购意愿的影响因素及影响程度。【结果】消费者认知中的消费水平,电商平台环境中的交流质量、售后质量,产品环境中的产品质量、价格、物流质量对感知收益具有正向影响。消费者认知中的知识水平,平台环境中的网站口碑、交流质量、售后质量,产品环境中的产品质量、价格对感知风险具有负向影响。感知收益对生鲜农产品网购意愿有正向影响,感知风险对生鲜农产品网购意愿有负向影响,且感知收益影响作用比感知风险更显著。【结论】电商企业需结合生鲜农产品特征,以提升消费者感知价值,进而提高其网购意愿。

关键词: 生鲜农产品, 感知价值, 网购意愿, 社会认知理论

Abstract: 【Objective】 To explore the factors which influence the consumers' online shopping intention for fresh agricultural products, and provide new ideas for the electronic commerce development of fresh agricultural products. 【Method】 Based on the social cognitive theory and perceived value, builded a theoretical model, designed indicators from three dimensions of the consumer cognition, electronic commerce platform environment, production environment, and two levels of perceived benefits and perceived risks, and analyzed the factors which influence the online shopping intention for fresh agricultural products and the influence degree. 【Result】 The level of consumption of consumer cognition, the communication quality and after-sale quality of electronic commerce platform environment, the product quality, price and environment logistics of production environment, have a positive influence on perceived benefits. The knowledge level of consumer cognition, the website reputation, communication quality and after-sale quality of electronic commerce platform environment, the product quality and price of production environment, have a negative influence on perceived risks. Perceived benefits have a positive effect on online shopping intention for fresh agricultural products. Perceived risks have a negative effect on online shopping intention for fresh agricultural products. And the impact of perceived benefits is more significant than perceived risks. 【Conclusion】 The electronic commerce platform should enhance customers' perceived value and improve their online shopping intention, which need combine with the feature of fresh agricultural products.

Key words: fresh agricultural products, perceived value, online purchase intention, social cognitive theory

中图分类号:

F323.7

赵蕾. 基于社会认知和感知价值的生鲜农产品网购意愿影响因素研究[J]. 四川农业大学学报, 2022, 40(1): 137-144.

ZHAO Lei. Research on Influence Factors of Online Purchase Intention toward Fresh Agricultural Products Based on Social Cognition and Perceived Value[J]. Journal of Sichuan Agricultural University, 2022, 40(1): 137-144.

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