社会化电商模式下消费者网购农产品行为研究

Research on Consumers'Purchase of Agricultural Products Online under the Social Commerce Model

为了搞清楚消费者网购消费行为,本研究在TAM理论、TPB模型、感知风险模型、人格特质模型的基础上,构建了消费者网购态度和意愿的理论模型,分析了感知有用性、创新性、感知易用性、风险和信任度、乐趣性对消费者购买态度及意愿的影响。通过收集有效数据,运用结构方程模型对影响因素进行检验。最后,对电子商务网站平台以及商家提出建议。

In order to understand consumers'online shopping consumption behavior,this research builds a theoretical model of consumers'online shopping attitudes and willingness based on TAM theory,TPB model,perceived risk model and personality trait model,and analyzes the influence of perceived usefulness,innovation,perceived ease of use,risk and trust and fun on consumer attitudes and willingness to buy.By collecting valid data,the structural factors model is used to test the influencing factors.Finally,suggestions are made to e-commerce website platforms and merchants.