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中国农学通报

中国农学通报 ›› 2017, Vol. 33 ›› Issue (30): 158-164.doi: 10.11924/j.issn.1000-6850.casb16090016

• 三农研究 • 上一篇    

消费者网购生鲜农产品态度及意愿研究——基于北京市的实证调查

吴春霞   

  1. 北京农学院经济管理学院
  • 收稿日期:2016-09-04 修回日期:2017-10-15 接受日期:2017-05-02 出版日期:2017-10-31 发布日期:2017-10-31
  • 通讯作者: 吴春霞
  • 基金资助:
    北京市社会科学基金青年项目“北京农产品电子商务创新模式研究：专业合作社视角”(14JGC098)；北京市高校青年英才项目“基于消费行 为过程的农产品网络营销研究”(YETP1717)。

Fresh Agricultural Products Online Shopping: Consumers ’Attitudes and Intentions Based on Empirical Investigation in Beijing

  • Received:2016-09-04 Revised:2017-10-15 Accepted:2017-05-02 Online:2017-10-31 Published:2017-10-31

摘要： 为了搞清楚消费者网购生鲜农产品消费行为，本研究在TAM理论的基础上，构建了消费者网购生鲜农产品态度和意愿的理论模型，分析了感知有用性、感知易用性、感知风险和卖家信任度对消费者购买态度及意愿的影响。通过在北京市实地调查采集了338 份有效数据，运用结构方程模型对影响因素进行了检验。结果表明，感知有用性、感知易用性、卖家信任度对消费者网购生鲜农产品态度有显著的正向影响，而感知风险对消费者网购生鲜态度有负向影响，但不显著。最后，对生鲜农产品电子商务网站平台以及商家提出了建议。

关键词: CBM2, CBM2, 高密度, 自诱导

Abstract: In order to study consumers’online behavior on fresh agricultural products, based on the theory of the Technology Acceptance Model, this paper established an integrated framework to analyze the factors such as perceived usefulness, perceived ease of use, perceived risk and seller trust which influenced consumers’ attitudes and intentions to fresh agricultural products online shopping. Based on a valid sample data of 338 online consumers in Beijing, the research applied the method of structural equation modeling to assess the hypotheses. The results showed that: perceived usefulness, perceived ease of use, and trust had significantly positive effect on attitudes to fresh agricultural products online shopping, while perceived risk had negative effect on attitudes to fresh agricultural products online shopping, but the influence was not significant. Finally, some proposals were put forward to fresh agricultural products online websites and enterprises.

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