C2C模式下消费者对农产品质量信号信任及影响因素研究——基于有序Logistic模型的实证分析  

Research of Consumers' Trust on Quality Signal of Agricultural Products and Influencing Factors in C2C Mode: Based on Ordinal Logistic Model

作　　者：岳柳青[1,2] 刘咏梅[1] 陈倩[2] 

机构地区：[1]中南大学商学院,湖南长沙410083 [2]湖南农业大学商学院,湖南长沙410128

出　　处：《南京农业大学学报（社会科学版）》2017年第2期113-122,共10页Journal of Nanjing Agricultural University(Social Sciences Edition)

基　　金：国家自然科学基金项目"混合渠道结构下考虑行为因素的新产品渠道选择与定价研究"(71271219);教育部人文社科青年项目"基于消费者反馈的O2O模式中生鲜农产品质量的契约协调机制研究"(14YJC630180)

摘　　要：在农产品电子商务飞速发展的背景下,消费者信任是影响市场良性发展的关键要素。以调研为基本手段,通过构建有序logistic模型探讨了C2C模式下消费者对农产品质量信号的信任评价,并对消费者个体特征、互联网购物经验、风险偏好、消费态度等信任影响因素进行了深入的分析。结果表明:消费者对质量保证信号的信任程度相对较高,服务质量信号次之,产品信息信号和声誉信号的信任程度相对较低;性别、年龄、网络购物的频率、风险偏好、健康意识等对消费者信任有显著影响,上述各个变量的边际效应显示,它们在对农产品质量信号"比较信任"情形下的影响最为显著,而收入、受教育年限、家庭结构、食品安全意识等对消费者信任的影响并不显著。Under the background of rapid development in agricultural e- commerce,consumer trust is the key element of healthy market development. Based on the market research,this paper discussed the consumer trust on the quality signal of agricultural products in the C2 C mode,and carried on an thorough analysis of the affecting factors such as consumer characteristics,network shopping experience,risk preference,and consumption attitudes by means of building an ordinal logistic model. The results showed that the consumer's trust on the quality assurance signal was relatively high,the service quality signal took the second place,and the product information signal and reputation signal were relatively low. Gender,age,frequency of online shopping,risk preference,health consciousness,etc.,had a significant impact on consumer trust. Analysis on the trust marginal effect of each variable showed that consumers' attitude tended to ‘mindly trust'. And income,the years of education,family structure,food safety awareness,etc.,had no significant impact on consumer trust.

关 键 词：农产品质量信号 消费者信任 有序logistic模型 

分 类 号：F063.2[经济管理—政治经济学]