摘要
根据城市等级分层抽样调查消费者网购生鲜农产品的情况,采用Logistic回归模型分析购物体验与消费者信任对网购生鲜农产品行为影响,并通过分组回归观测新零售对消费特征的调节作用。研究表明:购物体验、消费者信任对消费者的生鲜网购行为有显著影响,同时购物体验通过调节消费者的信任而进一步影响消费者的行为。新零售模式能有效提高消费者对网上生鲜产品质量的信任和网购尝试的意愿,对消费者生鲜农产品的网购行为有显著的促进作用。
According to stratified sampling at city level,we investigate the situation of consumers buying fresh produce online,and use logistic regression models to analyze the impact of shopping experience and consumer trust on online buying of fresh produce,and the effect of new retail mode on the adjustment of consumption characteristics factors was observed through group regression.Research shows that:shopping experience,consumer trust and consumer online purchasing behavior significantly correlated.The new retail mode can effectively increase consumers’trust in the quality of online fresh products and their willingness to try online purchases,which has a significant role in promoting the online purchase behavior of consumers’fresh produce.
作者
陈培荣
谢如鹤
卢茗轩
CHEN Peirong;XIE Ruhe;LU Mingxuan(School of Economics and Statistics/School of Business Administration,Guangzhou University,Guangzhou 510006,China;Faculty of Economics and Management,Hengyang Normal University,Hengyang 421008,China)
出处
《云南农业大学学报（社会科学版）》
2020年第3期62-68,78,共8页
Journal of Yunnan Agricultural University(Social Science)
基金
国家社科基金项目“基于外部效应的政府扶持农产品冷链物流的机制及效果评价”(17BJY102)
湖南省教育厅项目“‘互联网+’背景下零售企业O2P分布式营销模式研究与应用”(17C0241)
广州大学基础创新项目“空间经济视角下生产性服务业与制造业协同效应研究”(2018GDJC-D17)。
