基于拓展感知价值理论的消费者网购农产品意愿研究  

Study on Consumer Willingness to Purchase Agricultural Products Online Based on the Extended Perceived Value Theory

作　　者：王勇贺 李子昂 郭福利 骆鑫 WANG Yonghe;LI Leon;GUO Fuli;LUO Xin(School of Management and Economics,North China University of Water Resources and Electric Power,Zhengzhou 450046,China;School of Engineering and Applied Science,University of Virginia,Virginia 22903,America)

机构地区：[1]华北水利水电大学管理与经济学院,河南郑州450046 [2]弗吉尼亚大学工程学院,美国弗吉尼亚州22903

出　　处：《华北水利水电大学学报(社会科学版)》2025年第3期105-114,共10页Journal of North China University of Water Resources and Electric Power(Social Science Edition)

基　　金：河南省重点研发与推广专项(软科学)项目(222400410010);河南省高等学校重点科研项目(24B630031)。

摘　　要：社会化电子商务的发展推动了消费者和供应商之间的互动关系。本研究利用调查问卷,在分析样本基本特征的基础上,运用拓展的感知价值理论,以系统设计、消费模式认识、农产品属性、用户服务水平和物流质量五个构面作为前驱因素,以情感价值、感知风险、心理亲近度和功能价值四个构面作为感知价值,构建二阶结构方程模型,通过添加残差之间的共变对模型进行修正,实证检验各构面的影响程度,解释其影响机理。结果显示,社会化电子商务环境下网购农产品消费群体呈现年轻化趋势,前驱因素显著正向影响感知价值的四个构面,功能价值和心理亲近度构面显著正向影响消费者的购买意愿,起到有效的中介作用,而情感价值和感知风险对于购买意愿的影响不显著。消费者对网购农产品的功能或效用有正向的认可,在情感和认知层面展现出良性的接纳态度,且对潜在的交易风险和产品损耗具有较高的承受度。The development of social E-commerce has enhanced the interaction between consumers and suppliers.This study investigates the key factors influencing consumers’willingness to purchase agricultural products online and explores the mediating role of perceived value in this process.Based on questionnaire data,the basic characteristics of the samples were analyzed using SPSS.The study applies the extended perceived value theory,incorporating five dimensions:system design,consumption pattern recognition,agricultural product attributes,user service level,and logistics quality:as precursor factors,and four dimensions:functional value,emotional value,perceived risk,and psychological closeness:as perceived value.A second-order structural equation model was constructed,and the model was modified by adding covariances between residuals to empirically test the influence of each dimension and its underlying mechanisms.The results reveal that,in the social E-commerce environment,younger consumers dominate the online agricultural product market.Precursor factors significantly and positively affect the four facets of perceived value.Among these,functional value and psychological closeness have a significant positive impact on purchase intention and serve as effective mediators.In contrast,emotional value and perceived risk have no significant effect on purchase intention.Consumers show positive recognition of the utility and functionality of online agricultural products,a favorable acceptance of emotional and cognitive aspects,and a high tolerance for potential transaction risks and product losses.

关 键 词：社会化电子商务 网购农产品 感知价值 心理亲近度 影响因素 

分 类 号：F014.4[经济管理—政治经济学]