平台属性对绿色农产品网购安全信任的影响——价格敏感度的调节作用

The Influence of Platform Attributes on the Safety Trust of Green Agricultural Products Online Shopping:The regulatory role of price sensitivity

基于精细加工可能性模型,以消费者价格敏感度为调节变量,探究电商平台内外属性对消费者绿色农产品网购安全信任的影响。研究发现,在消费者价格敏感度调节下,系统质量、信息质量、服务质量、口碑声誉、结构保证与主观规范6大平台属性对绿色农产品网购安全信任具有显著正向影响。据此,提出电商平台应改善并优化平台建设质量、构建并完善平台保障体系,以增强消费者绿色农产品网购意愿,助推绿色农产品电商发展。

Based on the fine processing possibility model,the impact of e-commerce platform’s internal and external attributes on consumers’safety trust in green agricultural products online shopping with consumer price sensitivity as the moderator variable were explored.It is found that under the regulation of consumer price sensitivity,the six platform attributes of system quality,information quality,service quality,reputation,structural assurance and subjective norms have a significant positive impact on the safety trust of green agricultural products online shopping.Accordingly,it is proposed that the e-commerce platform should improve and optimize the quality of platform construction,should build and improve the platform security system to enhance consumers’willingness to purchase green agricultural products online and promote the development of green agricultural products e-commerce.