發(fā)布時(shí)間：2018-08-24 19:21

【摘要】：進(jìn)入21世紀(jì)之后,隨著網(wǎng)絡(luò)通信技術(shù)日新月異的高速發(fā)展,互聯(lián)網(wǎng)已經(jīng)逐漸滲透到人們?nèi)粘Ｉ钪械姆椒矫婷?成為人們生活中不可或缺的一部分。網(wǎng)絡(luò)購(gòu)物已成為人們?nèi)粘Ｉ铍x不開(kāi)的重要購(gòu)物渠道之一。移動(dòng)通信技術(shù)的飛速發(fā)展和移動(dòng)智能設(shè)備的普及帶動(dòng)了移動(dòng)支付功能的發(fā)展。隨著移動(dòng)支付功能的完善和普及,"線下購(gòu)買,線上支付"逐漸成為了傳統(tǒng)網(wǎng)絡(luò)購(gòu)物模式新的延伸。盡管網(wǎng)絡(luò)購(gòu)物已經(jīng)如此便捷與普及,但熱帶水果的電子商務(wù)市場(chǎng)發(fā)展卻一直相對(duì)緩慢。除了因?yàn)闊釒哂猩r農(nóng)產(chǎn)品常溫下保質(zhì)期短,易腐爛變質(zhì)的一般特點(diǎn),儲(chǔ)運(yùn)流通的成本相對(duì)較高外,消費(fèi)者對(duì)其網(wǎng)購(gòu)意愿不強(qiáng),網(wǎng)購(gòu)熱帶水果的消費(fèi)習(xí)慣尚未養(yǎng)成,熱帶水果網(wǎng)購(gòu)需求不高也是值得關(guān)注的原因。對(duì)于消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿的影響因素的研究在一定程度上關(guān)系到熱帶水果網(wǎng)絡(luò)銷售市場(chǎng)的發(fā)展,具有較強(qiáng)的現(xiàn)實(shí)意義。本文將圍繞探討影響消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿的因素這一研究目的展開(kāi)。通過(guò)對(duì)相關(guān)領(lǐng)域的研究成果的回顧與綜述,本文挖掘到了較為成熟的理論依據(jù),具體包括計(jì)劃行為理論,消費(fèi)者感知價(jià)值理論,消費(fèi)者感知風(fēng)險(xiǎn)理論以及技術(shù)接受模型理論,并據(jù)此構(gòu)建了消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿影響因素的理論模型框架。在此基礎(chǔ)上,本文基于在2016年3月至2016年9月對(duì)消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿影響因素的開(kāi)展的調(diào)研工作中所得到的數(shù)據(jù)進(jìn)行了實(shí)證分析,深入探討了研究模型中"消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果的態(tài)度"、"消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果感知有用性"、"消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果感知易用性"、"消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果感知風(fēng)險(xiǎn)"、"消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果感知價(jià)值"這五個(gè)影響因素變量與消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿之間存在的相關(guān)關(guān)系,以及調(diào)節(jié)變量"購(gòu)物網(wǎng)站服務(wù)質(zhì)量"在它們之間的調(diào)節(jié)效應(yīng)。研究結(jié)論表明,除了 "消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果感知風(fēng)險(xiǎn)"變量對(duì)消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿具有顯著的負(fù)向影響,其余四個(gè)變量對(duì)消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿均具有顯著的正向影響。此外,"購(gòu)物網(wǎng)站服務(wù)質(zhì)量"在"消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果的態(tài)度"、"消費(fèi)者對(duì)網(wǎng)購(gòu)熱帶水果感知價(jià)值"這兩個(gè)影響因素變量與消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿之間調(diào)節(jié)作用不顯著,而在其他三個(gè)影響因素變量與消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿之間均具有顯著的調(diào)節(jié)作用。最后,本文依據(jù)研究所得結(jié)論針對(duì)有效增強(qiáng)消費(fèi)者網(wǎng)購(gòu)熱帶水果意愿,從而刺激網(wǎng)購(gòu)熱帶水果需求,擴(kuò)大熱帶水果網(wǎng)絡(luò)交易規(guī)模,促進(jìn)熱帶水果電商發(fā)展提出了以下具體建議:(1)加大對(duì)"網(wǎng)購(gòu)熱帶水果"的宣傳力度;(2)加強(qiáng)對(duì)電商平臺(tái)網(wǎng)站的設(shè)計(jì)優(yōu)化;.(3)加強(qiáng)電商平臺(tái)的促銷力度;(4)提升產(chǎn)品品質(zhì)保障;(5)建立完善的交易保障體系。
[Abstract]:After entering the 21st century, with the rapid development of network communication technology, the Internet has gradually penetrated into every aspect of people's daily life and become an indispensable part of people's life. Online shopping has become one of the most important shopping channels in our daily life. The rapid development of mobile communication technology and the popularity of mobile intelligent devices drive the development of mobile payment function. With the improvement and popularization of mobile payment function, "offline purchase, online payment" has gradually become a new extension of traditional online shopping mode. Despite the convenience and popularity of online shopping, the e-commerce market for tropical fruits has been relatively slow. In addition to the fact that tropical fruits have the general characteristics of short shelf life at room temperature for fresh agricultural products, perishability and deterioration, relatively high cost of storage and transportation and circulation, consumers are not willing to buy tropical fruits online, and the consumption habits of tropical fruits have not yet been formed. Tropical fruit online shopping demand is not high is also worthy of attention. To a certain extent, the study on the influencing factors of consumers' willingness to buy tropical fruits online relates to the development of the online sales market of tropical fruits, which is of great practical significance. The purpose of this study is to explore the factors that influence consumers' willingness to buy tropical fruits online. By reviewing and summarizing the related research results, this paper excavates the more mature theoretical basis, including planning behavior theory, consumer perceived value theory, consumer perceived risk theory and technology acceptance model theory. A theoretical model framework of influencing factors of consumers' willingness to buy tropical fruits online is constructed. On this basis, this paper makes an empirical analysis based on the data obtained from a survey on the factors affecting consumers' willingness to purchase tropical fruits online from March 2016 to September 2016. In this paper, we deeply discuss the attitudes of consumers towards tropical fruits online, the usefulness of consumers' perception of tropical fruits, the ease of consumers' perception of tropical fruits, and the consumers' perception of tropical fruits online. The relationship between consumer perceived value of tropical fruits online and the willingness of consumers to buy tropical fruits online. And adjusts the variable "shopping website service quality" the adjustment effect between them. The results showed that, in addition to the "consumer perceived risk to tropical fruits" variables, there was a significant negative impact on consumers' willingness to purchase tropical fruits online. The other four variables had significant positive effects on consumers' willingness to buy tropical fruits online. In addition, the "shopping website service quality" consumers' attitude to tropical fruits "," consumers' perceived value of tropical fruits "and the consumers' willingness to purchase tropical fruits were not significant. The other three factors had a significant effect on the consumers' willingness to buy tropical fruits online. Finally, based on the conclusions of the study, this paper aims at effectively enhancing consumers' willingness to purchase tropical fruits online, thus stimulating the demand for online purchase of tropical fruits and expanding the scale of online trading of tropical fruits. To promote the development of ecommerce of tropical fruits, the following specific suggestions are put forward: (1) to increase the publicity of "online purchase of tropical fruits"; (2) to strengthen the design and optimization of ecommerce platform website; (3) to strengthen the promotion of ecommerce platform; (4) to enhance the quality of products Safeguard; (5) establish perfect transaction guarantee system.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55;F724.6;F323.7

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 雷新濤,孫光明,陳永輝;發(fā)展熱帶水果產(chǎn)業(yè)大有可為[J];熱帶農(nóng)業(yè)工程;2003年01期

2 ;菲律賓上半年水果增產(chǎn)[J];世界熱帶農(nóng)業(yè)信息;2003年09期

3 張曉濤;我國(guó)熱帶水果產(chǎn)業(yè)的基本狀況和前景[J];中國(guó)農(nóng)村經(jīng)濟(jì);2004年07期

4 李一;日本欲進(jìn)口泰國(guó)熱帶水果[J];世界熱帶農(nóng)業(yè)信息;2004年08期

5 陳慧;東盟熱帶水果發(fā)展簡(jiǎn)況[J];世界熱帶農(nóng)業(yè)信息;2004年11期

6 李一;全球熱帶水果需求迅速增加[J];世界熱帶農(nóng)業(yè)信息;2004年12期

7 ;泰國(guó)欲在武漢建立熱帶水果直貿(mào)通道[J];世界熱帶農(nóng)業(yè)信息;2005年04期

8 蔡忠楷;海南熱帶水果暢銷北京市場(chǎng)[J];世界熱帶農(nóng)業(yè)信息;2005年01期

9 陸小平;;廣西強(qiáng)化熱帶水果營(yíng)銷的實(shí)踐[J];中國(guó)熱帶農(nóng)業(yè);2006年01期

10 ;熱帶水果產(chǎn)業(yè)損害預(yù)警機(jī)制啟動(dòng)[J];世界熱帶農(nóng)業(yè)信息;2006年04期

相關(guān)會(huì)議論文 前9條

1 孫俊萍;;我國(guó)主要熱帶水果區(qū)域布局和發(fā)展研究[A];熱帶作物產(chǎn)業(yè)帶建設(shè)規(guī)劃研討會(huì)——熱帶果樹(shù)產(chǎn)業(yè)發(fā)展論文集[C];2006年

2 龍海生;;中國(guó)-東盟自由貿(mào)易區(qū)建立對(duì)百色市熱帶水果生產(chǎn)的影響及應(yīng)對(duì)措施[A];熱帶作物產(chǎn)業(yè)帶建設(shè)規(guī)劃研討會(huì)——熱帶果樹(shù)產(chǎn)業(yè)發(fā)展論文集[C];2006年

3 覃如日;梁俠;巫燕;;廣西熱帶水果產(chǎn)銷動(dòng)態(tài)與存在問(wèn)題及發(fā)展對(duì)策[A];中國(guó)熱帶作物學(xué)會(huì)2007年學(xué)術(shù)年會(huì)論文集[C];2007年

4 鄧志聲;;加入世貿(mào)組織對(duì)我國(guó)熱帶水果產(chǎn)業(yè)的影響研究[A];全面建設(shè)小康社會(huì)：中國(guó)科技工作者的歷史責(zé)任——中國(guó)科協(xié)2003年學(xué)術(shù)年會(huì)論文集（上）[C];2003年

5 鄒明宏;陸超忠;林家麗;;中國(guó)—東盟自由貿(mào)易區(qū)的建立對(duì)我國(guó)熱帶水果產(chǎn)業(yè)的影響及對(duì)策[A];中國(guó)熱帶作物學(xué)會(huì)2005年學(xué)術(shù)（青年學(xué)術(shù)）研討會(huì)論文集[C];2005年

6 陳鷹;楊春亮;黃茂芳;;貿(mào)易為我國(guó)天然橡膠和熱帶水果加工業(yè)發(fā)展帶來(lái)機(jī)遇與挑戰(zhàn)[A];中國(guó)熱帶作物學(xué)會(huì)2005年學(xué)術(shù)（青年學(xué)術(shù)）研討會(huì)論文集[C];2005年

7 蔣菊生;陶忠良;;解決我國(guó)熱帶水果保鮮問(wèn)題的生態(tài)工程體系初探[A];復(fù)合生態(tài)與循環(huán)經(jīng)濟(jì)——全國(guó)首屆產(chǎn)業(yè)生態(tài)與循環(huán)經(jīng)濟(jì)學(xué)術(shù)討論會(huì)論文集[C];2003年

8 鄧干然;;水果無(wú)損檢測(cè)技術(shù)及其在熱帶水果生產(chǎn)中的應(yīng)用探討[A];中國(guó)熱帶作物學(xué)會(huì)第七次全國(guó)會(huì)員代表大會(huì)暨學(xué)術(shù)討論會(huì)論文集[C];2004年

9 彭遠(yuǎn)明;;依靠科技創(chuàng)新,鑄就強(qiáng)勢(shì)品牌[A];熱帶作物產(chǎn)業(yè)帶建設(shè)規(guī)劃研討會(huì)——熱帶作物產(chǎn)業(yè)發(fā)展總論論文集[C];2006年

相關(guān)重要報(bào)紙文章 前10條

1 袁炎長(zhǎng);熱帶水果莫入冰箱[N];新華日?qǐng)?bào);2003年

2 張興旺;云南熱帶水果生產(chǎn)現(xiàn)狀[N];云南科技報(bào);2003年

3 董少東;11種熱帶水果可在京郊采摘[N];北京日?qǐng)?bào);2007年

4 裴s，

本文編號(hào)：2201784