基于SOR理论框架的恭城脆柿网购行为影响因素及中介效应探讨  

Analysis on Influencing Factors and Mediating Effects of Online Shopping Behavior of Gongcheng Diospyros Based on SOR Theoretical Framework

作　　者：张晓昱 司佳琪 

机构地区：[1]大连东软信息学院,信息与商务管理学院,大数据应用与管理系,辽宁 大连

出　　处：《电子商务评论》2025年第1期1045-1057,共13页E-Commerce Letters

基　　金：辽宁省教育厅人文社科项目——全要素生产率视角下辽宁省新质生产力的影响因素和作用机制研究(项目批准号LJ112413631017)。

摘　　要：随着“互联网+农业”政策的推进,恭城脆柿在电商平台的发展日益受到关注。本文旨在探究影响消费者网购恭城脆柿行为的关键因素及其内在机制,以促进其电商销售和市场份额的扩大。依托S-O-R理论模型,本研究从服务、质量、经济、社会和情感五个维度深入分析了消费者对恭城脆柿的感知价值,并考察了心理距离如何影响购买意向。通过问卷调查收集数据,运用结构方程模型进行实证分析,本文验证了感知价值通过心理距离对消费者购买意向的显著中介效应。结果表明,提升恭城脆柿的感知价值可有效缩短与消费者的心理距离,从而增强其购买意向,为乡村电商的发展注入新动力。本研究不仅丰富了SOR理论在农产品电商领域的应用,也为促进恭城脆柿及其他农产品的在线销售提供了实证支持。With the promotion of the “Internet+ agriculture” policy, the development of Gongcheng crispy persimmon in the e-commerce platform has attracted increasing attention. This paper aims to explore the key factors and internal mechanisms that affect consumers’ online shopping behavior, so as to promote the expansion of e-commerce sales and market share. Based on S-O-R theoretical model, this study analyzed the perceived value of consumers from five dimensions of service, quality, economy, society and emotion, and investigated how psychological distance affects purchase intention. By collecting data through questionnaire survey and using structural equation model for empirical analysis, this paper verifies the significant mediating effect of perceived value on consumers’ purchase intention through psychological distance. The results show that improving the perceived value of Gongcheng crisp persimmon can effectively shorten the psychological distance with consumers, thereby enhancing their purchase intention and injecting new impetus into the development of rural e-commerce. This study not only enriched the applica

关 键 词：电子商务 消费者购买意愿 感知价值 

分 类 号：F42[经济管理—产业经济]