基于感知收益-感知风险分析框架和交易成本理论的生鲜农产品购买意愿研究

Purchase Intention of Fresh Agricultural Products Based on Analysis Framework of Perceived Return-Perceived Risk and Transaction Cost Theory

根据感知收益-感知风险分析框架和交易成本理论,利用Logit回归模型对生鲜农产品购买意愿进行实证分析。研究结果表明:女性网购生鲜农产品意愿高于男性;受教育程度、月收入水平、月网购次数、对绿色生活健康方式的追求程度、对生鲜电商的认知程度、生鲜电商提供的生鲜农产品多样化程度、生鲜农产品价格实惠程度和生鲜电商提供的个性化服务程度等因素对网购生鲜农产品有正向影响;年龄、生鲜农产品坏货率、生鲜电商提供的信息虚假程度、网购生鲜农产品送达时间、网购搜寻时间、网购咨询时间和网购退货时间等对网购生鲜农产品有负向影响。生鲜农产品电商通过增加导购服务附加值、严控生鲜农产品质量、提升生鲜农产品信息传递质量和有效性3个方面增强消费者购买意愿。

According to perceived return-perceived risk analysis framework and transaction cost theory,an empirical analysis on purchase intention of fresh agricultural products was made by using Logit regression model.Results showed that,women’s willingness to buy fresh agricultural products online was higher than that of men;education level,monthly income level,monthly online shopping times,pursuit of green lifestyle and health style,cognition of fresh e-commerce,diversification of fresh agricultural products provided by fresh e-commerce,affordable price of fresh agricultural products,personalized service provided by fresh e-commerce had a positive impact;age,bad rate of fresh agricultural products,false degree of information provided by fresh e-commerce,delivery time of online fresh agricultural products,search time of online shopping,consultation time of online shopping and return time of online shopping of fresh agricultural products had a negative impact.Fresh agricultural products e-commerce could enhance consumers"purchasing willingness by increasing added value of guide and purchase service,controlling quality of fresh agricultural products strictly,and improving quality and effectiveness of information transmission of fresh agricultural products.