农产品电子商务消费者采纳行为影响因素研究——以辽宁省锦州市为例

Research on the influencing factors of consumer adoption behavior in agricultural e-commerce——Take Jinzhou city,Liaoning province as an example

针对“互联网+”时代农产品电子商务消费者采纳行为信心不足的问题,通过问卷调查,采用SPSS软件进行统计分析,研究农产品电子商务平台的感知易用性、产品质量、产品价格、主观规范等对消费者采纳行为的影响以及各因素之间的相关性.研究结果显示,农产品的质量、价格、感知易用性等因素从不同维度影响消费者对农产品电子商务的采纳行为.其中,产品质量影响最显著.产品质量、感知易用性与消费者采纳行为呈正相关,而价格与采纳行为呈负相关.

In view of the insufficient in consumer adoption behavior of agricultural e-commerce in the“internet plus”era,this paper studies the impact of perceived ease of use,product quality,product price,subjective norms of agricultural e-commerce platform on consumer adoption behavior and the correlation between various factors through questionnaire survey and SPSS software.The results show that the quality,price,perceived ease of use and other factors affect consumers’adoption of agricultural e-commerce from different dimensions.The product quality has the most significant impact.Product quality and perceived ease of use are positively correlated with consumer adoption,while price is negatively correlated with consumer adoption.