UTAUT模型视域下生鲜农产品网购行为及强化研究

Study on online shopping behavior and reinforcement of fresh agricultural products from the perspective of UTAUT model

【目的】旨在深入探讨生鲜农产品网购行为发展变化规律及其强化策略,以确保消费者“舌尖安全”,进一步健全和创新生鲜农产品营销体系,推动全社会向绿色、高效、低碳消费方式转变。【方法】基于UTAUT理论构建生鲜农产品网购意愿及行为拓展模型,突出网购生鲜农产品全产业链中影响食品质量安全的主要因素,运用结构方程模型对电子问卷调查的有效数据进行分析研究。【结果】模型的4个核心变量中,努力期望对网购意愿、网购意愿对网购行为、网购行为对网购绩效均具有正向影响且均达1%的显著水平,而健康意识、信息意识和风险意识分别对努力期望具有正向影响且均达1%的显著水平;外部调节变量中,社群影响对提高网购意愿、促成条件对改善网购行为均具有1%的显著的正向调节作用。【结论】生鲜农产品农药残留等敏感信息、生产运输销售过程信息、质量追溯体系的完善;节约时间成本、支付无痛感、名人效应与社交属性等很快的促进了生鲜农产品网购规模的扩大。

【Objective】To explore the development deeply and change rules of online shopping behavior of fresh agricultural products and its strengthening strategies,so as to ensure consumers’“tongue safety”,further improve and innovate the marketing system of fresh agricultural products,and promote the transformation of the whole society to a green,efficient and low-carbon consumption mode.【Method】Based on UTAUT theory,this paper constructs the online shopping intention and behavior expansion model of fresh agricultural products to highlight the main factors affecting food quality and safety in the whole industrial chain of online shopping of fresh agricultural products,and the structural equation model was used to analyze and study the effective data of online and offline electronic questionnaire survey.【Result】Among the four core variables of the model,effort expectation has a positive impact on online shopping intention,online shopping intention has a positive impact on online shopping behavior,and online shopping behavior has a positive impact on online shopping performance,all reaching a significant level of 1%,while health awareness,information awareness and risk awareness have a positive impact on effort expectation respectively,all reaching a significant level of 1%;Among the external moderating variables,community influence has 1%significant positive moderating effect on improving online shopping intention,and similarly,facilitating conditions have 1%significant positive moderating effect on improving online shopping behavior.【Conclusion】The improvement of sensitive information such as pesticide residues in fresh agricultural products,production,transportation and sales process information,and quality traceability system;saving time cost,paying painlessness,celebrity effect and social attributes quickly promoted the expansion of online shopping scale of fresh agricultural products.