C2C农产品电子商务消费者购买意愿实证研究  

An empirical research on the consumers' purchasing intention in C2C e-commerce of agricultural products

作　　者：林家宝[1] 张蓓[1] 

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《广东农业科学》2012年第16期213-216,共4页Guangdong Agricultural Sciences

基　　金：广东省软科学研究计划项目(2011B070400011);广东高校优秀青年创新人才培养计划项目(wym11029);教育部人文社科基金项目(11YJC630115);国家哲学社会科学基金(11CGL059)

摘　　要：为了解农产品电子商务消费者的购物规律,以C2C农产品电子商务网站为研究对象,从卖家的角度出发,构建了C2C农产品电子商务消费者购买意愿的理论模型,分析了卖家信誉度、口碑推荐、网络商盟和社区、物流服务质量和第三方认证对消费者购买意愿的影响。通过问卷调查方法采集了267份有效数据,运用探索性因子分析和验证性因子分析方法检验测量模型的信度和效度,运用结构方程模型方法对结构模型进行检验。实证结果表明,口碑推荐和第三方认证正向显著影响消费者购买意愿,而卖家信誉度、物流服务质量和网络商盟和社区对消费者购买意愿没有显著影响。最后,对C2C电子商务网站平台以及商家提出了建议。To understand consumers＇ shopping rules in agricultural e-commerce, taking agricultural C2C e-commerce sites as the research object, this study built a model of factors affecting consumer purchase intention in C2C e-commerce of agricultural products from the point of view of the seller and analysed the effects of the seller credibility, word-of-mouth recommendation, online alliance and community, logistics service quality and third party recognition on purchase intention in agricultural C2C e-commerce. Through a survey collected 267 valid questionnaires, we used the exploratory factor analysis and the confirmatory factor analysis to test the reliability and validity, and used the structural equation model method to examine the theoretical model The empirical results showed that word-of- mouth recommendation and third party recognition had positive significant influences on consumer intention to purchase, but the seller credibility, logistics service quality and online alliance and community did not have significant effects on consumer intention to purchase. Finally, the adviees was put forward for agricultural C2C e-commerce sites platform and businessman.

关 键 词：农产品电子商务 消费者 购买意愿 C2C 

分 类 号：F713.36[经济管理—产业经济]