摘要
目的:通过研究食品安全监管感知对乳制品网购意愿的影响,探究提升消费者乳制品网购意愿的路径。方法:基于消费者安全监管感知视角,构建消费者网购偏好作为中介变量的结构方程模型,研究消费者乳制品网购意愿的影响路径。结果:消费者偏好的中介效应显著;信任感知间接正向显著影响乳制品网购意愿,维权难度感知间接负向显著影响乳制品网购意愿。结论:消费者对食品安全监管的了解和信任程度可提升网购乳制品消费意愿,维权难度感知等可抑制乳制品的网购行为。
【Objective】To study the influence of food safety supervision perception on dairy online shopping intention,and explore the path to improve consumers′dairy online shopping intention.【Method】Based on the perspective of consumer perception of safety supervision,this study constructed a structural equation model with consumer preference of online shopping as an intermediary variable to study the influence path of consumer online shopping intention of dairy products.【Result】The mediating effect of consumer preference is significant.Trust perception indirectly positively influences dairy online purchase intention,while difficulty perception in safeguarding rights indirectly negatively influences dairy online purchase intention.【Conclusion】Consumers′understanding and trust in food safety supervision can enhance their willingness to buy dairy products online,the difficulty perception in safeguarding rights can inhibit the online shopping behavior of dairy products.
作者
白浩宇
王琛
刘芳
BAI Hao-yu;WANG Chen;LIU Fang(School of Economics and Management,Beijing University of Agriculture,Beijing 102206,China)
出处
《中国食物与营养》
2023年第8期5-10,共6页
Food and Nutrition in China
基金
2020北京市社会科学基金决策咨询项目(项目编号:20JCC022)。
关键词
乳制品
网购
安全监管感知
购买意愿
中介效应
dairy product
online shopping
safety supervision perception
purchase intention
mediating effect
