消费者对生鲜农产品的网购意愿研究  

A Study on Consumers' Purchasing Intention of Fresh Agricultural Products Online

作　　者：邱丽虹 杨文[1] QIU Lihong;YANG Wen(School of Management,Fujian Agriculture and Forestry University,Fuzhou 350002,China)

机构地区：[1]福建农林大学管理学院,福建福州350002

出　　处：《福建商学院学报》2018年第4期37-42,共6页Journal of Fujian Business University

基　　金：福建省软科学项目"深化农业科技园区建设模式探讨"(2018R0014)

摘　　要：近年来我国电子商务发展迅速,生鲜农产品网购开始进入人们的视野。目前生鲜农产品网络市场还不够成熟,消费者网购意愿不强,各方面问题突出,如产品和服务质量得不到保障,信息化体系及物流体系不健全,卖家信用评价制度不合理等。影响消费者生鲜农产品网购意愿的因素主要包括个人、系统和情境三个方面。为了提升消费者对生鲜农产品的网购意愿,生鲜电商应保证商品质量,做好服务,制定合理的营销方案及战略,加强生鲜农产品网站建设。同时政府有关部门应充分发挥牵头作用,通过制定和完善相关法律法规,建立诚信体系,推动生鲜农产品网络市场的有序化发展。With a rapid development of China ’s E-commerce in recent years,people began to purchase fresh agricultural products online. At present,the network market of fresh agricultural products is not mature and the consumers’ purchasing intention is not strong,with problems being prominent in many aspects,such as unsecured product and service quality,unsound information and logistics systems,and unreasonable seller’s credit evaluation system. The influencing factors of consumers’ purchasing intention fall into three categories： personal,systematic and situational. Therefore,the fresh products E-businesses should ensure the quality of products,provide good services,formulate reasonable marketing plans and strategies,and strengthen the website construction of fresh agricultural products in order to stimulate the consumers’ intention to purchase online. Meanwhile,the government should play a leading role in promoting an orderly development of the network market of fresh products by formulating and improving relevant laws and regulations,and building a credit system.

关 键 词：网购生鲜农产品 消费者购买意愿 影响因素 生鲜电商 政府 

分 类 号：F713.365.2[经济管理—产业经济]