影响农产品网络顾客购买意愿的情境因素研究——基于顾客信任的中介效应

Research on the context factors affecting the purchase willingness of agricultural products network customers:Based on mediating effects of customer trust

情境因素是影响消费者购买意愿的重要因素之一,在Belk情境理论的指导下,以S-O-R模型为基础,通过构建网站因子、参照因子、促销因子以及条件因子与购买意愿的关系模型,从情境因素的视角实证分析影响农产品网络顾客购买意愿的作用机理,并引入顾客信任理论,探讨其在情境因素对农产品网络顾客购买意愿的影响过程中的中介作用。研究结果表明:促销因子正向影响农产品网络顾客购买意愿;顾客信任在情境因素对农产品网络顾客购买意愿的影响过程中起到了中介效应。

Context factor is one of the important factors that affect customer purchase intention. Based on the S-O-R model,under the guidance of Belk’s theory,this paper empirically analyzes the context factors and mechanism of online purchase intention toward agricultural products by constructing a relationship model among,website factors,reference factors,promotion factors,condition factors,customer trust and online purchase intention. Furthermore,it discusses how customer trust mediates the impact. The empirical study shows that promotion factors have significant impacts on online purchase intention toward agricultural products. Customer trust plays a mediating role in the relationship between context factors and online purchase intention.