基于卖方视角下的农产品网购意愿的影响因素分析.PDFVIP

中国农学通报 2013,29(17):239-244 Chinese Agricultural Science Bulletin 基于卖方视角下的农产品网购意愿的影响因素分析 曹卫斌 （浙江大学管理学院，杭州310058） 摘 要：从卖方视角出发，结合376 份网络调查数据对影响消费者农产品网购意愿的因素进行实证分 析。通过因子分析得出：卖方视角下的农产品网购意愿的影响因素主要由产品满意因子、平台使用和安 全因子、物流及价格因子、企业信誉因子、服务质量因子等5 个方面构成；通过Logistic 分析得出：上述5 个因子对消费者的农产品网购意愿都具有显著的正向影响，按影响程度从大到小排序依次为产品满意 因子、平台使用和安全因子、物流及价格因子、服务质量因子、企业信誉因子；同时，年轻消费者比中老年 消费者具有更高的农产品网购意愿；喜欢网络购物形式的消费者也具有更高的农产品网购意愿。 关键词：农产品网购意愿；影响因素；因子分析；Logistic 模型 中图分类号：F326.6 文献标志码：A 论文编号：2013-0651 Analysis of Factors Influencing Customers ’Online Shopping Intention of Agricultural Products Based on Sellers ’Perspective Cao Weibin (SchoolofManagement,ZhejiangUniversity, Hangzhou 310058) Abstract: Factors influencing customers ’online shopping intention of agricultural products were analyzed based on 376 network survey data from the aspect of sellers. It was concluded from the factor analysis that the main factors influencing customers ’online shopping intention of agricultural products from the aspect of sellers were as follows: product satisfaction factor, usage and safety factor of the platform; logistics and price factor; corporate reputation factors; service quality factor. It was concluded from the logistics analysis that the 5 factors had a obvious positive impact on the customers ’online shopping intention of agricultural products and the contribution from big to small were arranged as follows: product satisfaction factor, usage and safety factor of the platform; logistics and price factor; service quality factor; corporate reputation factors. At the mean time, people who were younger than old ones and people who lik