生鲜农产品社区团购消费者持续购买意愿影响机制研究

Research on the Influencing Mechanism of Consumers′Willingness to Continuously Use Community Group Purchase of Fresh Agricultural Products

生鲜农产品社区团购的发展不仅利于“三农问题”的解决,还能够帮助百姓解决日常的“菜篮子”问题。通过对社区团购的调研,并运用AMOS结构模型,实证分析生鲜农产品社区团购持续使用意愿及其提升路径。研究表明:信息质量、系统质量、服务质量对生鲜农产品社区团购持续使用意愿具有显著的直接效应,其中服务质量的影响程度最大;商品质量和信息质量通过口碑评价中介作用,对生鲜农产品社区团购持续使用意愿具有显著的间接效应。因此,生鲜农产品社区团购平台应大力改进社区团购的服务质量,注重生鲜农产品质量监督和管理,不断完善系统功能,培养用户的正面口碑。

Communitygrouppurchasedevelopmentnotonlyhasthesolutionofthe′agriculture and rural issues,but also related to people's daily life.Based on the survey of community group purchase,this paper analysed the willingness to use the community group purchase of the fresh agricultural product and its improvement path by AMOS structure equation.Research shows information quality,system quality,and service quality have a significant direct effect on the continuous use of community group purchase of fresh agricultural products.Among them,service quality has the biggest influence on it.The product quality and information quality have a significant indirect effect on the willingness of fresh agricultural product community group purchase through word-of-mouth evaluation.Therefore,Community group purchase platform of the fresh agricultural product should vigorously improve the service quality,pay attention to the supervision and management of the quality of fresh agricultural products,continuously improve the system functions,and cultivate users'positive reputation.