农产品电商环境下消费者购买意愿影响因素分析  

Affecting Factors of Consumers' Purchase Intention in Electronic Commerce of Agricultural Products

作　　者：李蕾[1] 林家宝[1] Li Lei;Lin Jiabao(College of Economics and Management, South China Agricultural University, Guangzhou 510642, Guangdong)

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《农业展望》2017年第11期72-76,81,共6页Agricultural Outlook

基　　金：国家自然科学基金重点项目(71332001);国家自科基金青年项目(71501078);广东省社科基金项目(GD14CGL10);广东省高等学校优秀青年教师培养计划项目(YQ2015031)

摘　　要：理解农产品电商环境下消费者的购物决策行为规律,有利于商家制定适宜的管理对策以促进农产品成功交易。构建了农产品电商环境下消费者购买意愿的影响因素模型,分析了便利性、农产品价格、农产品展示、农产品质量安全和第三方认证对消费者购买意愿的影响。通过问卷调查采集了301份有效数据,运用SPSS和PLS-Graph软件进行统计分析,实证结果表明,便利性、农产品价格、农产品展示、农产品质量安全和第三方认证对农产品电商消费者的购买意愿有不同程度的显著影响,其中农产品价格和第三方认证扮演了更为重要的角色。Understanding consumers＇ decision-making rules in products is beneficial for sellers to make management electronic commerce of agricultural to improve transaction successfully. This study built a model of factors affecting consumers＇ purchase intention in electronic commerce of agricultural products and analyzed the effects of convenience, the prices of agricultural products, the presentation of agricultural products, the quality safety of agricultural products and the third-party certification on consumers＇ purchase intention. Through a survey collected 301 valid questionnaires, we used the SPSS and the PLS-Graph software to conduct statistical analysis. The empirical results showed that convenience, the prices of agricultural products, the presentation of agricultural products, the quality safety of agricultural products and the third-party certification had positive significant influences on consumers＇ purchase intention at different degree, especially the prices of agricultural products and the third-party certification played more important role in promoting purchase intention.

关 键 词：农产品电商 消费者 购买意愿 价格 第三方认证 

分 类 号：F323.7[经济管理—产业经济] F724.6