数字经济背景下农村消费者社区团购意愿的影响因素  

Influencing Factors of Rural Consumers’Intention of Community Group Buying Under the Background of Digital Economy

作　　者：佘杰 陈群[2] 郑丽华 SHE Jie;CHEN Qun;ZHENG Lihua(School of Economics and Management,Changsha University,Changsha Hunan 410022,China;Computing Center,Shanghai Publishing and Printing College,Shanghai 200082,China)

机构地区：[1]长沙学院经济与管理学院,湖南长沙410022 [2]上海出版印刷高等专科学校计算中心,上海200082

出　　处：《长沙大学学报》2025年第1期86-93,共8页Journal of Changsha University

基　　金：湖南省社会科学基金青年项目“社交媒体情境下标题乱象对信息有效性的影响及监管研究”(21YBQ100)。

摘　　要：聚焦于农村消费者在农村社区团购中的购买意愿,基于SOR (刺激-机体-反应)模型,通过结构方程模型,探索影响农村社区团购消费者购买意愿的因素。通过分析237位湖南农村消费者的问卷调查数据,研究发现:社区团购平台便利性是对农村消费者购买感知唤醒最具决定性的因素;其次是成员互动性、平台娱乐性、团购经济性及成员熟悉性。农村消费者的感知唤醒对社区团购的购买意愿具有较为显著的中介效应。最后,从农村社区团购平台和政府两方面提出了建议,以期为农村电商团购平台运行模式的优化提供决策依据与参考。Focused on the rural consumers’purchase intention in rural community group buying,based on SOR model,and through structural equation modeling,this paper explores the influencing factors of rural community group buying consumers’purchase intention.By analyzing the questionnaire survey data of 237 rural consumers in Hunan,the research conclusion is as follows:the convenience of community group-buying platform is the most decisive factor to arouse rural consumers'purchasing Intention.The second is members’interaction,platform entertainment,group-buying economy and members’familiarity.Rural consumers’perceptual arousal has a significant mediating effect on the consumers’purchase intentions.Finally,in order to provide decision-making basis and reference for the optimization of the operation mode of rural e-commerce group-buying platform,this paper puts forward suggestions from the aspects of rural community group-buying platform and government.

关 键 词：社区团购 农村电商 消费者购买意愿 数字经济 便利性 

分 类 号：F592.7[经济管理—旅游管理]