本文關(guān)鍵詞： 農(nóng)村網(wǎng)購(gòu)滿意度 多階段抽樣 SEM　出處：《河北經(jīng)貿(mào)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：論文基于河北省11個(gè)市3500名農(nóng)民抽樣調(diào)查的第一手?jǐn)?shù)據(jù),采用描述統(tǒng)計(jì)分析和結(jié)構(gòu)方程模型等方法對(duì)河北省農(nóng)村網(wǎng)購(gòu)情況進(jìn)行了調(diào)查研究。作者在參考國(guó)內(nèi)外學(xué)者關(guān)于網(wǎng)上購(gòu)物滿意度測(cè)度基礎(chǔ)上,結(jié)合中國(guó)農(nóng)民的實(shí)際情況設(shè)計(jì)了測(cè)評(píng)農(nóng)村網(wǎng)購(gòu)滿意度的量表,涵蓋7個(gè)潛變量共27個(gè)題項(xiàng),并進(jìn)一步設(shè)計(jì)形成農(nóng)村網(wǎng)購(gòu)情況調(diào)查問(wèn)卷。通過(guò)預(yù)調(diào)查,修改完善了問(wèn)卷,計(jì)算出最終樣本量,并運(yùn)用Spss13.0和Amos17.0對(duì)設(shè)計(jì)的量表進(jìn)行了效度和信度檢驗(yàn);利用多階段抽樣、純隨機(jī)抽樣、系統(tǒng)抽樣和整群抽樣相結(jié)合的方法對(duì)3500名農(nóng)民進(jìn)行了問(wèn)卷調(diào)查;利用調(diào)查數(shù)據(jù),將受訪者劃分為無(wú)網(wǎng)購(gòu)經(jīng)歷和有網(wǎng)購(gòu)經(jīng)歷兩個(gè)群體,針對(duì)兩個(gè)群體分別進(jìn)行了描述統(tǒng)計(jì)分析,并針對(duì)有網(wǎng)購(gòu)經(jīng)歷群體構(gòu)建了SEM模型,進(jìn)行了網(wǎng)購(gòu)滿意度分析。調(diào)查數(shù)據(jù)表明,河北省有網(wǎng)購(gòu)經(jīng)歷的農(nóng)民人數(shù)不足一半,大大低于城市網(wǎng)購(gòu)的人數(shù)比例;無(wú)網(wǎng)購(gòu)經(jīng)歷的農(nóng)民多數(shù)年齡偏大,文化水平偏低,收入偏低;有網(wǎng)購(gòu)經(jīng)歷的農(nóng)民為偏年輕人群,文化水平較高,收入較高;多數(shù)農(nóng)村的網(wǎng)絡(luò)基礎(chǔ)設(shè)施不足,主要依靠自家安裝寬帶,農(nóng)民網(wǎng)購(gòu)的成本較高;河北省區(qū)域涉農(nóng)網(wǎng)站建設(shè)和農(nóng)村電子商務(wù)發(fā)展緩慢,兩者均沒有發(fā)揮真正的作用;部分政府相關(guān)部門對(duì)農(nóng)村電子商務(wù)重視度較差,農(nóng)業(yè)信息傳播出現(xiàn)斷層現(xiàn)象。SEM模型的分析結(jié)果還顯示:商品的價(jià)格與質(zhì)量、物流配送和網(wǎng)絡(luò)安全對(duì)農(nóng)民網(wǎng)購(gòu)滿意度有直接正影響;銷售服務(wù)和網(wǎng)絡(luò)基礎(chǔ)設(shè)施對(duì)于網(wǎng)購(gòu)滿意度沒有直接影響,但是通過(guò)影響農(nóng)民感知而間接影響滿意度。針對(duì)調(diào)查發(fā)現(xiàn)的問(wèn)題,本文提出四點(diǎn)建議:一是大力提高農(nóng)民信息素質(zhì),培養(yǎng)農(nóng)村電商人才;二是加快農(nóng)村電商基礎(chǔ)建設(shè),減少農(nóng)民網(wǎng)購(gòu)成本;三是基于區(qū)域特點(diǎn)搭建特色涉農(nóng)電商網(wǎng)站與平臺(tái);四是相關(guān)電商網(wǎng)站應(yīng)加大對(duì)農(nóng)村市場(chǎng)滿意度的提升。
[Abstract]:The paper is based on first-hand data from a sample survey of 3,500 farmers in 11 cities in Hebei Province. This paper makes an investigation on the situation of online shopping in rural areas of Hebei Province by means of descriptive statistical analysis and structural equation model. According to the actual situation of Chinese farmers, this paper designs a scale to evaluate the satisfaction degree of rural online shopping, which covers 27 items of 7 latent variables, and further designs and forms a questionnaire of rural online shopping. Through the pre-investigation, the questionnaire is revised and perfected. The final sample size was calculated, and the validity and reliability of the designed scale were tested by Spss13.0 and Amos17.0, and 3 500 farmers were investigated by the methods of multi-stage sampling, pure random sampling, systematic sampling and cluster sampling. According to the survey data, the interviewees are divided into two groups: no online shopping experience and one with online shopping experience. The two groups are described and analyzed respectively, and the SEM model is constructed for the online shopping experience group. The survey data show that less than half of the farmers in Hebei Province have the experience of online shopping, which is much lower than the proportion of the number of people who buy online in cities, the majority of farmers without experience of online shopping are older, their education level is on the low side, and their incomes are on the low side. The farmers who have the experience of online shopping are young people with higher education level and higher income; most of the rural network infrastructure is insufficient, mainly rely on their own installation of broadband, the cost of farmers online shopping is higher; The construction of regional agricultural websites and the slow development of rural e-commerce in Hebei Province, both of which have not played a real role; some government departments pay less attention to rural e-commerce, The results of SEM model also show that the price and quality of commodities, logistics distribution and network security have a direct positive effect on farmers' satisfaction with online purchase. The marketing service and network infrastructure have no direct influence on the satisfaction of online shopping, but indirectly affect the satisfaction by influencing farmers' perception. In view of the problems found in the survey, this paper puts forward four suggestions: first, to improve the farmers' information quality. The second is to speed up the rural e-commerce infrastructure construction, to reduce the cost of farmers' online shopping; third, to set up the characteristic agriculture-related e-commerce websites and platforms based on the regional characteristics; fourth, to enhance the satisfaction of the rural market with the related e-commerce websites.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6

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本文編號(hào)：1506793