基于理性行为理论的网络预售生鲜农产品消费者购买意愿影响因素研究

Research on the Influencing Factors of Online Presale Purchase Intention of Fresh Agricultural Products——Base on the Theory of Reasoned Action

网络预售是生鲜电商使用的重要销售手段之一,其所占市场份额和渗透率远低于普通品类产品,直接导致生鲜电商盈利水平不高。消费者购买意愿对于生鲜电商选择合适的网络预售策略和提高市场渗透率有着重要意义。因此,文章基于理性行为理论构建网络预售生鲜农产品消费者购买意愿理论模型,引入消费者物流期望、生鲜农产品属性和网站网页质量等影响因素并进行实证分析。研究结果表明:消费者物流期望、生鲜农产品属性和网页网站质量显著影响消费者购买意愿。生鲜电商需重视预售产品和种类及品质,并适当提高物流服务水平和网站设计质量。

Online presale is one of the important sales methods used by fresh e-commerce companies.Its market share and penetration rate are far lower than that of ordinary products,which directly leads to low profitability of fresh e-commerce companies.The purchase intention of consumers is of great significance for fresh e-commerce companies to choose appropriate network presale strategies and improve market penetration.Therefore,based on the theory of reasoned action,this paper constructs a theoretical model of online presale purchase intention of fresh agricultural products consumers,introduces the influencing factors such as consumer logistics expectation,fresh agricultural products attributes and web page quality,and conducts an empirical analysis.The results show that consumers'logistics expectation,attributes of fresh agricultural products and web page quality significantly influence consumers'purchase intention.Fresh e-commerce should pay attention to the types and quality of presale products and appropriately improve the level of logistics services and website design quality.