不同类群消费者购买社区电商生鲜农产品意愿的差异性分析——基于南昌市578位消费者的实证  

Consumer Differences in Purchase Intention and Influencing Factors of Fresh Agricultural Products in Community E-commerce:Based on Empirical Analysis of 578 Consumers in Nanchang City

作　　者：李连英[1,2] 聂乐玲 傅青 LI Lian-ying;NIE Le-ling;FU Qing(School of Economics&Management,Jiangxi Agricultural University,Nanchang 330045,China;Jiangxi Rural Revitalization Strategy Research Institute,Jiangxi Agricultural University,Nanchang 330045,China)

机构地区：[1]江西农业大学经济管理学院,江西南昌330045 [2]江西农业大学江西省乡村振兴战略研究院,江西南昌330045

出　　处：《农林经济管理学报》2020年第4期457-463,共7页Journal of Agro-Forestry Economics and Management

基　　金：国家自然科学基金项目(71863018);江西省高校人文社会科学研究项目(JJ17114);江西省社会科学规划项目(19GL12)。

摘　　要：基于578位南昌市消费者调查数据,通过构建聚类分析模型和二元Logistics回归模型,探究南昌市消费者社区电商生鲜农产品购买意愿及其影响因素的差异性。结果表明:消费者大致可分为倾向型消费者、中间型消费者和无感型消费者3个类群,且在个体特征、家庭特征及社区电商生鲜农产品购买意愿存在显著差异。此外,影响3类群消费者社区电商生鲜农产品购买意愿的因素也不相同:月收入、了解程度、绩效期望、努力期望、社会影响和促进因素对倾向型消费者购买意愿影响显著;职业、绩效期望、社会影响和促进因素对中间型消费者购买意愿影响显著;绩效期望、努力期望和促进因素对无感型消费者购买意愿影响显著。因此,针对不同类群的消费者采取不同的营销方式,更有利于社区电商对目标顾客进行准确定位,实现精准营销。Based on the survey data of 578 consumers in Nanchang City,the paper analyzed the differenc⁃es in purchasing intention and influencing factors of fresh agricultural products through building a fuzzy clus⁃tering and binary Logistics regression model.The results showed that the 578 consumers surveyed could be roughly divided into three groups:“propensity type”“intermediate type”and“non-inductive type”.There were significant differences among these three consumers in their intention to purchase fresh agricultural products in individual,family characteristics and community e-commerce.In addition,the factors influencing their inten⁃tion to purchase fresh agricultural products in community e-commerce also vary:monthly income,understanding degree,performance expectation,effort expectation,social influence and promotion factors have a signifi⁃cant influence on the purchase intention of“inclined”consumers;Career,performance expectation,social in⁃fluence and promotion factors have significant influence on“intermediate”consumers purchase intention.Per⁃formance expectation,effort expectation and promotion factors have significant influence on the purchase inten⁃tion of“non-inductive”consumers.Therefore,it will be more conducive to adopt different marketing methods for different groups of consumers for the development and prosperity of fresh agricultural products industry.

关 键 词：类群 消费者 社区电商 购买意愿 影响因素 

分 类 号：F713.55[经济管理—市场营销]