生鲜电商物流服务的网络口碑对消费者购买意愿的影响

The Influence of the Internet Word of Mouth on Consumer’s Purchase Intention of Fresh Electricity Logistics Service——The SEM Analysis Based on the Statistics of Wuxi

生鲜电商发展迅速,对人们的食品消费产生重要影响。消费者通过生鲜电商物流服务的网络口碑来做出购买生鲜食品的决策,本文以无锡市的实际调查为基础,以网络口碑分析为理论基础,运用探索性因子分析和结构方程模型探讨了影响生鲜食品消费者购买意愿的主要因素。结果表明,网络口碑信息因素、网络口碑可信度和网络口碑接收者的特性都会对生鲜食品消费者购买意愿产生正向影响。

The e-commerce of fresh food develops rapidly. Which has an important effect on people’s food consumption. Consumers can make decisions through its IWOM of logistics service to buy fresh food. Based on the actual investigation in Wuxi City,the article uses the online word-of-mouth analysis as the theoretical basis,and uses exploratory factor analysis and structural equation modeling to explore the main factors affecting the purchasing intention of fresh food consumers. The results show that the online w ord-of-mouth information factor,the credibility of the Internet word-of-mouth and the characteristics of the Internet w ord-of-mouth recipients w ill have a positive impact on the purchase intention of fresh food consumers.