生鲜农产品网购意愿的成因分析——基于衡阳市的调查数据

Analysis of Causes of Online Shopping Willingness of Fresh Agricultural Products——Based on Survey Data of Hengyang

生鲜农产品的网购意愿是消费者购买行为的前提,分析生鲜品网购意愿的成因将为生鲜电商的发展提供有效支撑。以衡阳市消费者网上购买生鲜农产品为例,从消费者价值感知的角度出发,综合考虑各变量因素以建立测量量表,并借助SPSS19软件对问卷调查的有效数据进行Logistics回归分析。实证研究发现,在网购生鲜农产品时,消费者对产品品质与营养健康度的关注和感知程度是影响网购意愿的重要因素。同时,购物体验、产品价格和个体社会属性也会显著影响生鲜消费者的网购意愿。

The online shopping intention of fresh agricultural products is the premise of consumers’purchasing behavior,and the analysis of the causes of the online shopping intention of fresh products will provide effective support for the development of fresh e-commerce.Taking Hengyang consumers’online purchase of fresh agricultural products as an example,from the perspective of consumer value perception,various variables were comprehensively considered to establish the measurement scale,and SPSS 19 software was used for Logistics regression analysis of the effective data of the questionnaire survey.The empirical study found that when shopping for fresh agricultural products online,consumers’attention to and perception of product quality and nutrition and health are important factors affecting their willingness to shop online.at the same time,shopping experience,product price and individual social attribute will also significantly affect the online shopping intention of fresh consumers.