后疫情时代下消费者购买生鲜农产品渠道迁移意愿研究

Research on the Consumers’Channel Migration Intention when Purchasing Fresh Agricultural Products after the Pandemic of COVID-19

[目的/意义]旨在为后疫情时代下消费者的渠道迁移意愿研究的研究提供参考。[方法/过程]以PPM模型结合TAM模型为理论基础,从推、拉、锚定三方面研究消费者购买生鲜农产品迁移意愿的影响因素。对生鲜电商在线评论进行文本分析得出,线上渠道的平台服务、产品质量和包装物流会影响消费者感知线上渠道有用性,将这三个因素代入模型拉力因素,从而构建出更适合生鲜领域的消费者渠道迁移意愿模型。[结果/结论]线下渠道商品价格和可替代性构成的推力因素与感知线上渠道有用性和易用性构成的拉力因素会促进消费者从线下转移到线上渠道,而消费者主观规范、渠道迁移成本和生鲜农产品风险会对消费者的渠道迁移意愿起到锚定作用。后疫情时代下生鲜电商的发展应重点关注拉力因素。

[Purpose/significance]The paper is to provide references for the study of consumers’channel migration intention in the post epidemic era.[Method/process]Based on the Push-Pull-Mooring Model and Technology Acceptance Model,the paper analyzes the influencing factors of consumers’willingness to purchase fresh agricultural products from three aspects:push,pull and anchor.The text analysis of fresh e-commerce online comments shows that platform services,product quality and packaging logistics of online channels will affect consumers’perception of the usefulness of online channels,substitutes these three factors into the tension factor of model,so as to build a more suitable consumer channel migration intention model in the fresh field.[Result/conclusion]The thrust factors composed of commodity prices and substitutability in the offline channel and the pull factors composed of perceived usefulness and ease of use in the online channel will promote consumers to transfer from offline to online channels,consumers’subjective norms,channel migration costs and fresh agricultural product risks will anchor consumers’channel migration willingness.The development of fresh e-commerce in the post epidemic era should focus on pull factors.