消费者网购肉鸽产品的意愿与影响因素研究

Research on the Consumers'Willingness and Influential Factors of Online Shopping for Meat Pigeons Products

随着人们生活水平的不断提高,生鲜网购逐渐成为人们生活消费的新模式。肉鸽行业也加入了电商大军的行列,但也面临越来越多的风险和挑战,提高消费者购买意愿成为了电商平台的重要任务。本文在现有研究的基础上,采用技术接受模型和感知风险理论构建研究模型,通过问卷调查法和实证分析法,分析消费者网购肉鸽产品的现状,从“肉鸽产品属性”“商家营商环境”“网购肉鸽产品有用性和易用性”以及“网购肉鸽产品风险性”四个维度,探究影响网购意愿的因素。最后,从肉鸽产品质量、商家营商环境、消费者感知网购有用性和易用性以及肉鸽产品的外部属性四大方面给出促进肉鸽产品电子商务发展的对策和新思路。

With the continuous improvement of people's living standards,online shopping for fresh food has gradually become a new mode of people's living and consumption.The meat pigeon industry has also joined the ranks of e-commerce,but it is also facing more and more risks and challenges,so improving consumers'purchase intention has become a crucial task for e-commerce platforms.Based on existing research,this paper uses the technology acceptance model and the perceived risk theory to build a research model.Through questionnaire survey and empirical analysis,the study analyzes the current situation of online shopping of meat pigeons from four aspects,which are attributes of pigeon products,business environment,usefulness and usability of online shopping,and the risks.Aiming to explore the factors that affect the intention of online shopping,the countermeasures and suggestions to promote the development of e-commerce of meat pigeon products are given from four aspects:the quality of pigeon products,the business environment of merchants,the consumers'perception of the usefulness and usability of online shopping,and the external attributes of pigeon products.