乡村振兴战略背景下生鲜电商平台用户再购行为研究

A Research on Repurchase Behaviors of Fresh Food E-commerce Platform Users under Background of Rural Revitalization Strategies

发展生鲜电商平台对于促进生鲜农产品流通、增加农民收入、推进乡村振兴战略具有重要意义。基于ECM、TAM和TPB理论构建结构方程模型,通过研究影响生鲜电商平台用户再购行为的内在机理可知,用户对生鲜平台的满意度、感知有用性、态度和主观规范显著影响再购行为意向;期望确认水平和感知有用性通过影响满意度进而正向影响再购行为意向,在态度的中介作用下,感知有用性、感知易用性正向影响再购行为意向。

The development of fresh e-commerce platform is of great significance for promoting the circulation of fresh agricultural products, increasing farmers′ income and promoting the strategy of rural revitalization. Based on the theories of ECM, TAM and TPB, the structural equation model was constructed to study the internal mechanism influencing the repurchase behavior of fresh e-commerce platform users. The results show that the satisfaction, perceived usefulness, attitudes and subjective norms of users on the fresh food platform significantly affect the repurchase behavior intention. The level of expectation confirmation and perceived usefulness positively influence the repurchase behavior intention through influencing satisfaction, while perceived usefulness and perceived ease of use positively influence the repurchase behavior intention through influencing attitudes.