基于层次分析法的南通农产品电子商务发展的影响因素实证分析

Factors Influencing the E-Commerce Development of Agricultural Products in Nantong

通过层次分析法,结合定性分析与定量分析,研究影响南通农产品电子商务发展的主要因素得出:对农产品电子商务意识、采用平台交易、交易主体信息化水平、客户满意度、农产品物流、宣传推广、网络销售份额、农产品电子商务模式创新等因素对发展南通农产品电子商务影响较大。在此基础上,提出的建议是:培养交易主体开展电子商务的意识;政府引导支持农产品电子商务,拓展网络交易平台建设;加强对农产品电子商务交易主体的培训,培养南通农产品电子商务人才;坚持"客户至上"原则,提升客户满意度;创新南通农产品电子商务物流,并完善其体系;加大宣传推广力度,营造良好商业氛围,提升网络销售份额;创新南通农产品电子商务模式。

With analytic hierarchy process and qualitative and quantitative analysis, factors influencing the e-commerce development of agricultural products in Nantong is investigated. The factors exerting more influence are found out, including e-commerce awareness, platforms of transactions, digital level of transaction subjects, customer satisfaction, logistics, publicity, online sales quota, and e-commerce pattern innovation of agricultural products. On this basis, suggestions are proposed： cultivating the e-commerce awareness of transaction subjects, providing government guidance in supporting the development of e-commerce and in building online transaction platforms, enhancing the training of the transaction subjects to build a talent pool in this aspect, sticking to a ＂customer first＂ principle to promote customer satisfaction, innovating the logistics pattern and improving the system, strengthening publicity and promotion, creating favorable business environment for raising online sales shares, and innovating the e-commerce pattern.