消费者网购生鲜农产品意愿影响因素的研究

Influencing factors of consumers' online shopping willingness for fresh agricultural products

生鲜农产品电商相继进入市场,使生鲜农产品的网络化迅速成为一个热门的经营方式。为研究影响消费者网购生鲜农产品意愿的因素,从影响因素角度构建调查问卷,综合所有变量因素建立测量量表,采用SPSS 19.0软件对问卷调查的有效数据进行Logistics模型分析。研究发现:消费者个体特征中消费者的性别、文化程度以及是否有网购生鲜农产品的经验,这三个因素对消费者网购生鲜农产品意愿有显著影响;产品属性方面,到货产品质量安全有保障、产品种类丰富、产品价格低,消费者购买意愿越强烈;网站服务质量方面,网站广告描述与实物一致,客服在与消费者沟通过程中有主动推荐的行为,售后服务完善,网络支付安全便捷,均能促使消费者购买意愿增加;消费者感知到货产品的质量是否有保障、客服推荐是否符合消费者心理预期、退换货是否及时这三个因素,是风险感知中影响消费者网购意愿最强烈的因素。

As e-commerce merchants of fresh agricultural products enter the market one after another,the network-based sales of fresh agricultural products become a popular way of business.In order to explore the influencing factors of consumers’online shopping willingness for fresh agricultural products,a questionnaire survey were designed on the influencing factors of online shopping willingness for fresh agricultural products from the perspective of influencing factors,a measurement scale based on all variable factors were established,and the valid data of questionnaire survey were analyzed by logistics regression analysis model using the software of SPSS 19.0.The results showed that among consumer’s individual characteristics,three factors had significant influence on consumers’online shopping willingness for fresh agricultural products,i.e.consumer’s gender,educational level,and whether they had experience of online shopping for fresh agricultural products.As for product attribute,consumers had strong buying willingness if products were assured for quality and safety,with abundant varieties and low prices.In aspect of website service quality,following factors could increase consumers’buying willingness:the advertising description that in conformity with the actual product;customer service staffs had proactive recommendation behaviors during their communication with customers;sound after-service;safe,convenient and fast network payment.In aspects of risk perception,following were the strongest influencing factors of on consumers’online shopping willingness,including:when the goods quality was assured after goods arrive;whether the customer service staff’s recommendation was up to consumers’psychological expectation;whether the on goods return or exchange acted in a timely way.