【摘要】：隨著網(wǎng)絡(luò)技術(shù)的發(fā)展和電子商務(wù)市場的運行,網(wǎng)購的流行趨勢頗受矚目,越來越受到消費者的青睞,漸漸成為消費者購物的重要選擇途徑。根據(jù)中國電子商務(wù)研究中心的報告顯示,生鮮電子商務(wù)已成為電商領(lǐng)域最為活躍、受資本關(guān)注度最高的類別。網(wǎng)購生鮮農(nóng)產(chǎn)品消費者平均年齡較小,平均家庭月收入普遍較高,以在公司從業(yè)人群為主。那么,消費者網(wǎng)購生鮮水果的現(xiàn)狀如何?消費者對網(wǎng)絡(luò)銷售生鮮水果的認(rèn)知如何?影響網(wǎng)購生鮮水果意愿的因素有哪些?本文將展開研究。本文選取有網(wǎng)購經(jīng)歷的消費者為調(diào)研對象,在對現(xiàn)有文獻(xiàn)的調(diào)查研究基礎(chǔ)上,通過設(shè)計問卷,調(diào)查消費者對網(wǎng)絡(luò)銷售生鮮水果的認(rèn)知與網(wǎng)購生鮮水果的意愿,通過實證分析找出消費者網(wǎng)購生鮮水果意愿的影響因素,此基礎(chǔ)上為網(wǎng)絡(luò)電商的發(fā)展提出合理化的對策與建議。本文研究的具體內(nèi)容如下:第一章是緒論,主要介紹了論文的研究背景、研究目的及意義、研究內(nèi)容、研究方法與技術(shù)路線;第二章是理論基礎(chǔ)與文獻(xiàn)回顧,對主要概念進(jìn)行了界定,介紹了理性行為理論、計劃行為理論與技術(shù)接受模型理論為本文提供理論依據(jù),并對網(wǎng)購生鮮水果的意愿、現(xiàn)狀、影響因素以及對策建議進(jìn)行了文獻(xiàn)綜述及述評;第三章是調(diào)查方案設(shè)計與描述性統(tǒng)計分析,主要對調(diào)查方案的設(shè)計進(jìn)行闡述,通過問卷調(diào)查回收的數(shù)據(jù)進(jìn)行描述性統(tǒng)計分析,初步了解消費者購買生鮮水果的現(xiàn)狀;第四章是消費者網(wǎng)購意愿的影響因素分析,在理論分析基礎(chǔ)上,對量表進(jìn)行因子分析,通過信效度檢驗,將旋轉(zhuǎn)后的因子載荷小于0.5的變量刪除,對變量進(jìn)行降維處理,提取出生鮮水果特征、生鮮水果知名度、網(wǎng)絡(luò)商家提供的服務(wù)、感知網(wǎng)購有用與時尚、感知網(wǎng)購易用、感知網(wǎng)購風(fēng)險6個公因子。最后運用二元Logistic回歸分析實證檢驗消費者網(wǎng)購生鮮水果影響因素的影響程度和影響方向;第五章是結(jié)論與對策建議。研究發(fā)現(xiàn),消費者網(wǎng)購生鮮水果的意愿普遍較高,25-35歲的年輕消費群體有較高的網(wǎng)購生鮮水果意愿,性別、年齡與學(xué)歷、感知網(wǎng)購有用性與時尚、感知網(wǎng)購易用性顯著影響網(wǎng)購生鮮水果意愿。在此基礎(chǔ)上提出針對特定群體制定精準(zhǔn)營銷策略、保證生鮮水果質(zhì)量、提高網(wǎng)絡(luò)商家服務(wù)質(zhì)量與增加消費者對網(wǎng)購生鮮水果的感知有用性與感知易用性等一系列發(fā)展對策建議。
[Abstract]:With the development of network technology and the operation of electronic commerce market, the popular trend of online shopping has attracted much attention, and become more and more popular among consumers, and gradually become an important choice for consumers to buy. Fresh e-commerce has become the most active category of ecommerce with the highest degree of capital attention, according to a report by the China E-Commerce Research Center. The average age of consumers of fresh agricultural products is relatively small and the average monthly income of households is generally higher. So, what is the status quo of consumers buying fresh fruits online? How do consumers know about selling fresh fruits online? What are the factors that affect the willingness to buy fresh fruits online? This article will launch the research. In this paper, consumers with online shopping experience are selected as the research object, based on the existing literature, through the design of questionnaires to investigate consumers' knowledge of online sales of fresh fruits and the desire to order fresh fruits online. Based on the empirical analysis, this paper finds out the influencing factors of consumers' willingness to buy fresh fruits online, and puts forward some reasonable countermeasures and suggestions for the development of online e-commerce. The main contents of this paper are as follows: the first chapter is the introduction, which mainly introduces the research background, the purpose and significance, the research content, the research method and the technical route, the second chapter is the theory foundation and the literature review. This paper defines the main concepts, introduces the theory of rational behavior, the theory of planning behavior and the theory of technical acceptance model, and provides the theoretical basis for this paper. The third chapter is the design of the investigation scheme and descriptive statistical analysis, which mainly describes the design of the investigation scheme, and carries on descriptive statistical analysis through the data collected through the questionnaire survey. The fourth chapter is the analysis of the influencing factors of consumers' willingness to buy online. On the basis of theoretical analysis, factor analysis of the scale is carried out, and the reliability and validity of the scale are tested. After the rotation of the factor load less than 0.5 variables are deleted, the variables are reduced dimension treatment, extract fresh fruit characteristics, fresh fruit popularity, the services provided by the network merchants, perceived online shopping useful and fashion, perceived online shopping easy to use, Perceived online purchase risk 6 common factors. Finally, we use binary Logistic regression analysis to test the influence degree and direction of influencing factors of consumers' fresh fruits online. Chapter 5 is the conclusion and countermeasures. The study found that consumers were generally more willing to buy fresh fruits online than young consumers aged 25 to 35, with higher willingness to buy fresh fruits online, sex, age and education, and perceived usefulness and fashion. Perceived ease of use of online shopping significantly affected the willingness to buy fresh fruits online. On this basis, a series of development countermeasures and suggestions are put forward, such as making precise marketing strategies for specific groups, ensuring the quality of fresh fruits, improving the service quality of online merchants and increasing consumers' perceived usefulness and perceived ease of use to buy fresh fruits online.
【學(xué)位授予單位】：沈陽農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55
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本文編號：2150685