特色农产品消费者在线持续购买意愿研究

Research on Consumers’ Intention to Continue Online Purchase of Specialty Agricultural Products

区域特色农产品电子商务的成功依赖于消费者对产品质量的认可和由此形成的持续购买。基于顾客让渡价值理论和特色农产品自身的特点,运用结构方程模型等方法构建了消费者在线持续购买特色农产品意愿的影响因素模型。实证分析发现,特色农产品质量显著地正向影响感知利得;价格显著地负向影响感知利得,正向地影响感知利失;服务质量显著地正向影响感知利得,负向影响感知利失;感知利得显著地正向影响满意,感知利失显著地负向影响满意;满意显著地正向影响持续购买意愿;产品类型对于整体模型具有调节作用。在此基础上提出了提升消费者在线持续购买特色农产品意愿的措施建议。

The success of e-commerce for local specialty agricultural products depends on consumers’ recognition of product quality and the continuous purchase willingness formed therefrom. Based on the theory of customer delivered value and the characteristics of specialty agricultural products,this paper uses the method of structural equation model to build the influencing factor model of consumers’ intention to continuously buy specialty agricultural products online. The empirical analysis shows that the quality of specialty agricultural products has a significant positive impact on perceived gains. Price significantly negatively affects perceived gains and positively affects perceived losses. Service quality has a significant positive influence on perceived gains and a negative influence on perceived loss. Perceived gain significantly positively affects satisfaction,while perceived loss significantly negatively affects satisfaction. Satisfaction has a significant positive impact on continuous purchase intention. The type of product has a moderating effect on the overall model. Finally,the paper puts forward suggestions on promoting the intention of consumers to continually buy specialty agricultural products online.