摘要
基于技术接受模型理论,通过引入消费者新观念接受能力概念,构建了个体、系统与环境因素影响消费者有机农产品网购意愿的理论模型,基于572个有效样本检验发现:安全性感知、网店服务质量以及主观规范均对消费者有机农产品网购意愿具有积极影响;网络信任是各因素影响消费者有机农产品网购意愿的中介变量;消费者新观念接受能力对网络信任与消费者有机农产品网购意愿的关系具有显著的正向调节作用。最后,从实践角度,为企业以及政府制定有效营销策略,以及推动有机农业产业升级提出了管理启示。
Based on technology acceptance model,the article constructs theoretical model about individual,system and environmental factors influencing consumers＇ online purchase intention of organic products through introducing concept of consumer＇s new ideas acceptance ability.Through a test of 572 valid sample,we find that： the security perception,the service quality of online stores and the subjective norms have positive impacts on consumers＇ organic products online purchase intention; online trust is the intermediary variable between all factors and consumers＇ online purchase intention of organic products; consumers＇ acceptance ability on new ideas has a significant positive effect on the relationship between online trust and consumers＇ organic products online purchase intention. Finally,we put forward practical implications for enterprises and government to make effective marketing strategies and promote industrial upgrading of organic agriculture.
作者
卢强
李辉
Lu Qiang Li Hui(School of Business, Renmin University of China, Beijing 100872,China School of Public Security Management, People＇s Public Security University of China, Beijing 100038,China)
出处
《当代经济管理》
CSSCI
2017年第1期15-23,共9页
Contemporary Economic Management
基金
中国人民大学2015年度拔尖创新人才培育资助计划成果
关键词
TAM
网络信任
新观念接受能力
有机农产品网购意愿
technology acceptance model
online trust
the acceptance ability of new ideas
online purchase intention of organic products
