网红食品体验与消费者在线购买意愿影响研究  

Study on the Influence of the Online Popular Food Experience and Consumers’Online PurchaseWillingness

作　　者：崔登峰[1] 刘春娟 Cui Dengfeng;Liu Chunjuan(School of Economics&Management,Shihezi University,Shihezi,832003,China)

机构地区：[1]石河子大学经济与管理学院,新疆石河子832000

出　　处：《新疆农垦经济》2025年第3期63-73,共11页Xinjiang State Farms Economy

基　　金：国家自然科学基金地区科学基金项目(项目编号:72362030)。

摘　　要：网红食品体验是影响消费者在线购买决策的关键,但以往研究鲜有对网红食品体验及其对消费者在线购买意愿的影响进行研究。文章基于体验学习理论、独特性需求等理论,结合爬虫、文本分析、问卷调查等方法,创新性地构建网红食品体验量表,并探索网红食品体验对消费者在线购买意愿的作用机制。结论表明,网红食品体验包括质量体验、价格体验、物流体验和宣传体验四个维度;利用新开发的量表工具验证了网红食品体验正向影响消费者在线购买意愿;消费者感知价值在网红食品体验与消费者在线购买意愿中发挥中介作用;消费者创新性在消费者感知价值对其在线购买意愿影响中起到正向调节作用。研究结论对网红食品企业提高市场竞争力、促进网红食品消费有借鉴意义。Online Popular food experience is the key to affect consumers’online purchase decision,but few previous studies have studied the online popular food experience and its impact on consumers’online purchase willingness.Based on the experiential learning theory,unique needs and other theories,combined with crawler,text analysis,questionnaire survey,etc.,this paper innova-tively constructs the online popular food experience scale,and explores the mechanism of online popular food experience on con-sumers’online purchase willingness.The conclusion shows that the online popular food experience includes four dimensions:qual-ity experience,price experience,logistics experience and publicity experience.The newly developed scale tool is used to verify that the online popular food experience positively affects consumers’online purchase willingness.Consumer perceived value plays a mediating role between online popular food experience and consumers’online purchase willingness;consumer innovation plays a positive moderating role between consumers’perceived value and their online purchase willingness.The conclusion can be used as a reference for online popular food enterprises to improve market competitiveness and its consumption.

关 键 词：网红食品体验 消费者感知价值 消费者创新性 消费者在线购买意愿 

分 类 号：F42[经济管理—产业经济]