基于消费者行为理论的助农产品在线购买驱动因素探究——一项半结构化访谈研究

Research on the Driving Factors of Online Purchase of Agriculture Aid Products Based on Consumer Behavior Theory--A Semi-Structured Interview Study

在互联网环境下,深入了解消费者在网络渠道购买助农产品的心理驱动机制对于助农产品销售者的品类管理和渠道管理有着重要意义。但由于当前销售网站售卖商品种类较多,对于助农产品并没有针对性的销售管理,存在真假混杂、宣传不到位等现象,助农产品的销售情况仍有较大的发展空间。本文的研究结论对助农产品网络销售平台的管理发展,提升消费者的购买体验和购后满意度,以及电商销售经济发展都有重要的实践意义。

Under the Internet environment,an in-depth understanding of the psychological driving mechanism of consumers’purchase of agricultural aid products through online channels is of great significance for the category management and channel management of agricultural aid sellers.However,due to the large variety of goods sold on the current sales website,there is no targeted sales management for agricultural aid products,resulting in the phenomena such as mixed genuine and fake,inadequate publicity and so on.There is still a large development space for the sales of agricultural products.The research conclusion of this paper has important practical signifi cance for the management and development of agricultural products online sales platform,the improvement of consumers’purchase experience and post purchase satisfaction,and the development of e-commerce sales economy.