基于TAM2-IDT的大学生生鲜电商消费意愿研究

A Study on the Consumption Intention of Fresh Produce E-commerce for College Students based on TAM2-IDT

近年来,生鲜电商逐渐兴起,为消费者带来了更加多样的生鲜消费模式。受制于较低的消费能力及较小的生活活动范围,大学生生鲜消费习惯与其他消费者相比,其生鲜电商普及率不高。大学生群体是未来的消费主力,校园市场有引领社会青年市场发展方向的作用。研究哪些因素影响大学生生鲜电商消费意愿,以及大学生群体消费意愿与其他群体有何不同,对生鲜电商行业发展具有重要意义。基于TAM2-IDT理论模型实证分析的结果显示,大学生生鲜电商消费意愿受感知有用性、感知信任和态度的直接影响,受感知易用性、个人创新性和社会影响的间接影响,且感知有用性和态度在其中起中介效应,其中感知信任、社会影响和个人创新性的影响作用在大学生与其他消费者之间差异明显。最后,根据研究结果对生鲜电商行业在大学校园市场中的发展提出建议。

In recent years,fresh produce e-commerce is gradually rising,which brings consumers more diverse fresh food consumption patterns.Restricted by low consumption ability and small scope of life activities,the fresh consumption habits of college students are not popular compared with other consumers.College students are the main consumer force in the future,and the campus market can lead the development direction of the social youth market.It is of great significance for the development of fresh produce e-commerce industry to study which factors affect the fresh e-commerce consumption intention of college students,and how the consumption intention of college students is different from other groups.The results of empirical analysis based on TAM2-IDT theory show that college students’consumption intention of fresh produce e-commerce is directly affected by perceived usefulness,perceived trust and attitude,and indirectly affected by perceived ease of use,personal innovation and social influence.Perceived usefulness and attitude play a mediating role among them,among which perceived trust,social influence and personal innovation play an intermediary role.There are obvious differences between students and other consumers.Finally,according to the research results,the paper puts forward some suggestions for the development of fresh produce e-commerce industry in the university campus market.