农村居民网上购物特点与影响因素分析——以河北省保定市定兴县某村为例

Characteristics of Rural Residents' Online Shopping and its Influencing Factors:A Case Study of a Village in Dingxing County,Hebei Province

通过问卷调查和实地调研的方式,对河北省保定市定兴县某村村民的网上购物行为进行实证研究,结果表明,农村居民网上购物行为有其自身特点,如以女性消费者和19-29岁人群为主、以手机为主要网购终端、主要关注商品价格等。对电商企业来说,农村市场具有巨大的发展潜力,但是受到基础设施落后、网购知识普及程度低、商品质量难以保证和农民特色消费方式的影响,网购在农村普及率低。要进一步开拓农村网购市场,需要政府、企业和消费者多方联动,从加强基础设施建设、保证商品质量和支付安全、普及网上购物知识、培养专业人才等多方面作出努力。

Through questionnaires and field research, this paper carries out an empirical study on the online shopping behavior of villagers from a village of Dingxing County, Hebei Province. The results show that the online shopping behavior of rural residents has its own characteristics. The females and 19 to 29- year-olds are the main consumers, the mobile phones are the main online shopping terminals, and the price is the most concerned matter. For the electric commercial enterprises, the rural market has great potential for development. But because of backward infrastructure, low popularity of online shopping knowledge, uncertain guarantee of commodity quality and special consumption patterns of farmers, online shopping is not popular in rural areas. To further expand the market, a joint effort of governments, enterprises and consumers is needed.