区域品牌水果的网购意愿影响因素——以东莞市“麻涌香蕉”为例

Influence Factors for Online Shopping Intention of Local Branded Fruit: Take Machong Banana in Dongguan as Example

区域品牌水果在生鲜电商助力下能否赢得更广阔的市场,很大程度上取决于消费者的网购意愿。以东莞市"麻涌香蕉"为例,在廓清区域品牌水果消费特点的基础上,通过问卷调查和路径分析探究产品维度因素和网购维度因素对网购意愿的影响。结果表明:消费者对产品质量和品牌的感知通过中介变量正向影响网购意愿,而品牌感知对网购意愿的直接影响远低于产品质量感知。在网购维度,网购成本和网购风险感知通过中介变量负向影响网购意愿,对服务质量的感知正向影响网购意愿。根据调查结果对"麻涌香蕉"提出了营销建议。

Recently,lots of local agricultural producers attempt to expand their markets by“Internet Plus fresh agricultural products”.The online shopping intention of local branded fruit is necessary and valuable to be surveyed.The paper illustrated the characteristics of local branded fruit consumption and performed a quantitative research on the online shopping intention of“Machong Banana”in Dongguan.The results of the survey show that consumers’cognition of product is positively influencing online shopping intention.Consumers’cognition of online shopping cost,online shopping quality and online shopping risk are indirectly influencing online shopping intention which are mediated by functional perception and emotional perception.Lastly,some advises are put forward to the marketing“Machong Banana”online based on survey results.