|本期目录/Table of Contents|

[1]张蓓.O2O电子商务模式下生鲜农产品消费者购买决策研究[J].江苏农业科学,2018,46(22):376-382.
　Zhang Bei,et al.Study on consumers purchase intention to fresh agriculture products under O2O e-commerce[J].Jiangsu Agricultural Sciences,2018,46(22):376-382.
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O2O电子商务模式下生鲜农产品消费者购买决策研究(PDF)
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《江苏农业科学》[ISSN:1002-1302/CN:32-1214/S]

卷:
第46卷
期数:
2018年第22期
页码:
376-382
栏目:
农业经济与管理
出版日期:
2018-12-01

文章信息/Info

Title:
Study on consumers purchase intention to fresh agriculture products under O2O e-commerce
作者:
张蓓
华南农业大学经济管理学院，广东广州 510642
Author(s):
Zhang Bei; et al
关键词:
O2O电子商务; 生鲜农产品; 消费者购买意愿; 形成机制; 多元回归分析
Keywords:
-
分类号:
F323.7；F713.36
DOI:
-
文献标志码:
A
摘要:
厘清O2O电子商务模式下生鲜农产品消费者购买意愿形成机理，对于创新农产品电子商务模式、促进农产品电子商务持续发展具有重要的现实意义。构建由习惯、口碑、信息质量、物流质量、便利、交易风险和购买意愿7个变量构成的O2O电子商务模式下生鲜农产品消费者购买意愿模型，通过在线问卷调查采集了329个有效样本，采用多元回归分析进行实证检验。结果表明，习惯、口碑、信息质量、物流质量和便利对O2O电子商务模式下生鲜农产品消费者购买意愿具有不同程度的正向显著影响，交易风险对O2O电子商务模式下生鲜农产品消费者购买意愿影响不显著。
Abstract:
-

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备注/Memo

备注/Memo:
收稿日期：2017-06-16
基金项目：国家自然科学基金青年科学基金(编号：71503085)；国家自然科学基金面上项目(编号：71873046)；国家自然科学基金重点项目(编号：71633002)。
作者简介：张蓓(1978—)，女，广东罗定人，博士，教授，主要从事农产品质量安全、农产品营销研究。Tel：(020)85280216；E-mail：zhangbei@scau.edu.cn。
更新日期/Last Update: 2018-11-20