农村消费者图书产品网络购买意愿影响因素研究  

Research on Influencing Factors of Rural Consumers’Willingness of Online Book Purchase

作　　者：李宝库[1] 郑伟 Li Baoku;Zheng Wei(School of Marketing Management Liaoning Technical University Huludao,Liaoning 125105)

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《情报探索》2021年第3期91-98,共8页Information Research

基　　金：国家社会科学基金一般项目“基于社会认同的农村消费者在线行为模式研究”(项目编号:19BGL108)成果之一。

摘　　要：[目的/意义]旨在探讨影响农村居民图书产品网络购买意愿因素,为相关管理提供参考。[方法/过程]以S-O-R模型为基础,引入受教育水平作为调节变量构建三阶段模型,基于我国七个省份480位农村居民的一手调研数据,采用结构方程法探究感知风险的不同维度与农村消费者图书产品网络购买意愿的关系。[结果/结论]感知风险中的财务风险、隐私风险、产品风险、时间风险对农村消费者网络购买意愿有显著的负向影响,社会风险影响不显著。信任是财务、隐私、产品、时间风险与农村消费者网络购买意愿关系的中介变量。受教育水平在部分影响关系中起显著的调节效应。[Purpose/significance]The paper is to discuss the willingness of rural residents to online book purchase so as to provide an important reference for related management.[Method/process]Based on the S-O-R model the paper introduces the education level as the moderating variable to construct a three-stage model.And based on the first-hand survey data of 480 rural residents in five provinces of China it explores the relationship between different dimensions of perceived risk and online purchase intention of rural consumers’book products with the method of structural equation method.[Result/conclusion]In perceived risks financial risk privacy risk product risk and time risk have significant negative impact on rural consumers’online purchase intention while social risk has no significant impact.Trust is the mediating variable between financial risk privacy risk product risk time risk and online purchase intention of rural consumers.Education level has a significant moderating effect on some of the relationships.

关 键 词：农村消费者 图书产品 感知风险 网购意愿 

分 类 号：G124[文化科学]