网购葡萄酒满意度影响因素分析--基于山东省4个地区的数据  

Analysis of Influencing Factors of Satisfaction of Wine Shopping Online Based on Data from 4 Regions of Shandong Province

作　　者：张可欣 殷超 刘潍嘉 徐绍荣[1] 杨晓杰[1] 潘立臣[1] ZHANG Kexin;YIN Chao;LIU Weijia;XU Shaorong;YANG Xiaojie;PAN Lichen(Yantai Research Institute,China Agricultural University,Yantai,Shandong 264670,China)

机构地区：[1]中国农业大学烟台研究院,山东烟台264670

出　　处：《酿酒科技》2020年第7期114-118,123,共6页Liquor-Making Science & Technology

基　　金：中国农业大学烟台研究院校内基金项目(YT201813);中国农业大学烟台研究院URP项目(U20193101)。

摘　　要：在山东省4个地区随机抽取204个样本进行调查,借助结构方程模型(SEM模型),构建平台形象、安全感知、产品感知、服务感知、网购满意度5个潜变量和16个观测变量,对网购葡萄酒满意度影响因素进行实证分析。结果显示,网购葡萄酒满意度的直接影响因素有产品感知、安全感知、服务感知,另外平台形象、安全感知和服务感知也通过产品感知对其产生间接影响。据此,为提高网购葡萄酒满意度,厂商和电商平台应重视提高葡萄酒品质、保证网购葡萄酒宣传的真实性。In this study,204 samples were randomly selected for investigation from 4 regions of Shandong Province.With the help of a structural equation model(SEM model),5 latent variables(platform image,security perception,product perception,service perception,and online shopping satisfaction)and 16 observation variables were constructed to carry out empirical analysis of the factors influencing the satisfaction of wine shopping online.The results showed that the factors directly affecting the satisfaction of wine shopping online were product perception,security perception,and service perception.In addition,platform image,security perception,and service perception also indirectly affected the satisfaction.Therefore,in order to improve the satisfaction of wine shopping online,manufacturers and e-commerce platforms should improve wine quality and ensure the authenticity of wine advertisements.

关 键 词：网购葡萄酒 满意度 影响因素 结构方程模型 

分 类 号：TS262.6[轻工技术与工程—发酵工程] F713[轻工技术与工程—食品科学与工程]