生鲜电商平台消费者购菜意愿多元提升路径及适配组态研究  

Strategy of enhancing consumers’intention to purchase food on fresh food e-commerce platform and its adaptation configuration

作　　者：李连英[1,2] 闵欣 傅青 LI Lianying;MIN Xin;FU Qing(School of Economics and 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]江西农业大学乡村振兴战略研究院,江西南昌330045

出　　处：《农林经济管理学报》2024年第1期60-69,共10页Journal of Agro-Forestry Economics and Management

基　　金：国家自然科学基金项目(72263016);江西省教育科学“十三五”规划重点课题(20ZD022);江西省教育厅科学技术研究项目(GTT200422)。

摘　　要：基于南昌市519份调查数据,运用技术接受模型3和期望确认理论模型,采用fsQCA方法对生鲜电商平台消费者购菜意愿进行组态分析,探讨消费者购菜意愿适配组态的要素构成条件及提升策略。结果表明:单一条件变量均不是生鲜电商平台消费者购菜意愿的必要条件,说明变量间可能存在替代作用;存在乐趣性与顾客认可型路径、适应性与情感导向型路径、体验感与顾客评价型路径、个性化与挑战导向型路径、影响力与便利导向型路径等5条产生高购菜意愿的路径;其中,高主观规范和高满意度作为核心条件存在于4条路径中,对生鲜电商平台消费者产生购菜意愿发挥着更普适的作用。基于此,建议整合多元路径,根据组态效应调整购菜意愿提升策略;确保产品质量,提升售后服务,重视满意度的普适性作用;建立良好口碑,发挥社交圈的积极作用,以实现平台发展的良性循环。Based on 519 survey data conducted in Nanchang city,using the technology acceptance model 3 and the expectation confirmation theory,fsQCA method was adopted to analyze the grouping of consumers’intention to purchase food on the fresh food e-commerce platform,and to explore the conditions of the elemental components of the grouping of consumers’intention to purchase food and the enhancement strategy.The results show that none of the single conditional variables is a necessary condition for consumers’intention to purchase food on the fresh food e-commerce platform,suggesting that there may be a substitution role between the variables;five paths have been discovered that generate high intention to purchase food:fun and customer recognition path,adaptability and emotion-oriented path,experience sense and customer evaluation path,personalization and challenge-oriented path,and influence and convenience-oriented path;of which high subjective norms and high satisfaction exist as core conditions in the 4 paths,which play a more universalrole in generating consumers’ intention to purchase food on fresh food e-commerce platforms.Based on this,itis recommended to integrate multiple paths and adjust the intention to purchase strategy based on the groupeffect;ensure product quality,improve after-sales service,and pay attention to the pervasive role ofsatisfaction;and establish a good reputation and play a positive role in the social circle in order to realize thebenign cycle of platform development.

关 键 词：生鲜电商平台 购菜意愿 技术接受模型3 期望确认理论 fsQCA 

分 类 号：F713.55[经济管理—市场营销]