基于社区团购的生鲜电商产品购买意愿影响因素研究  

Research on Influencing Factors of Purchase Intention of Fresh E-Commerce Products Based on Community Group-buying

作　　者：郑亚琴[1] 陈慧娴 ZHENG Ya-qin;CHEN Hui-xian(School of Business Administration,Anhui University of Finance and Economics,Bengbu 233030,Anhui,China)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《重庆工商大学学报（社会科学版）》2022年第1期73-85,共13页Journal of Chongqing Technology and Business University：Social Science Edition

基　　金：安徽省高校科学研究项目(SK2020A0022)“‘直播电商’场景下‘达人主播’对消费者品牌态度及购买决策的影响”;安徽财经大学研究生科研项目(ACYC2019222)“‘网络直播’对农产品电商品牌价值共创的影响研究”。

摘　　要：社区生鲜团购兼具新零售及社交社群电商的特点,在"人货场"新场景下是价值传递与价值增值的重要纽带。基于SOR理论,通过结构方程模型,探讨消费者体验影响因素的多个维度对其购买意愿的影响,以感知价值和感知风险为中介变量,构建理论模型。研究结果表明:参照群体、便利性、产品属性和服务质量对感知价值均有显著正向影响,对感知风险均有显著负向影响;感知价值及感知风险对消费者的购买意愿分别有显著正向和负向影响;消费者的感知价值和感知风险均发挥中介作用,其中感知价值的中介作用更显著。Community fresh group purchase has the characteristics of new retail and social community e-commerce,and is an important link for value delivery and value appreciation under the new scene of“people warehouse”.Based on SOR theory and through the structural equation model,the influence of multiple dimensions of influencing factors on consumers’experience on their purchase intention was discussed.Among them,the perceived value and perceived risk were taken as mediating variables to construct a theoretical model.The results show that the reference group,convenience,product attributes and service quality all have significant positive influence on perceived value and significant negative influence on perceived risk.Perceived value and perceived risk have significant positive and negative impacts on consumers’purchase intention respectively.The perceived value and perceived risk of consumers play an moderating role,among which the moderating role of perceived value is more significant.

关 键 词：社区团购 购买意愿 生鲜电商 SOR理论 感知价值 感知风险 

分 类 号：F724.6[经济管理—产业经济] F713.55