發(fā)布時(shí)間：2018-05-06 06:48

  本文選題：農(nóng)村消費(fèi)者 + 網(wǎng)購(gòu)意愿　； 參考：《吉林農(nóng)業(yè)大學(xué)》2017年碩士論文

【摘要】：在當(dāng)今信息化高度發(fā)達(dá)的時(shí)代,電腦和手機(jī)等上網(wǎng)設(shè)備普及率飆升,網(wǎng)上購(gòu)物已成為人們生活消費(fèi)的重要手段,對(duì)國(guó)民經(jīng)濟(jì)和社會(huì)生活產(chǎn)生了深遠(yuǎn)的影響。農(nóng)村市場(chǎng)作為中國(guó)消費(fèi)市場(chǎng)的重要組成部分,目前農(nóng)村地區(qū)對(duì)于網(wǎng)絡(luò)的應(yīng)用較狹窄,網(wǎng)購(gòu)比例相對(duì)于城市的也較低,研究拓展農(nóng)村居民網(wǎng)購(gòu)市場(chǎng),提供方便、快捷、高質(zhì)量的服務(wù),對(duì)于促進(jìn)農(nóng)業(yè)和農(nóng)村經(jīng)濟(jì)發(fā)展,增加農(nóng)民收入,繁榮農(nóng)村經(jīng)濟(jì),具有十分重要的意義。黨的十八屆五中全會(huì)后,政府著眼于推進(jìn)互聯(lián)網(wǎng)的全面普及工作。2015年12月召開的中央農(nóng)村工作會(huì)議指出,要大力促進(jìn)農(nóng)村電子商務(wù)發(fā)展。網(wǎng)絡(luò)消費(fèi)作為一種新型消費(fèi)形式正在逐步地走進(jìn)農(nóng)村居民的生活。就網(wǎng)民規(guī)模而言,中國(guó)擁有的農(nóng)村網(wǎng)民人口約2億,是世界上人數(shù)最多的農(nóng)村網(wǎng)民群體。農(nóng)村居民網(wǎng)購(gòu)環(huán)境的優(yōu)化,挖掘了農(nóng)村居民的網(wǎng)上購(gòu)物需求,政府及政策的支持讓我國(guó)農(nóng)村電子商務(wù)迎來重大發(fā)展機(jī)遇,但農(nóng)村消費(fèi)者的消費(fèi)習(xí)慣、生活環(huán)境以及個(gè)體收入水平等因素對(duì)其網(wǎng)絡(luò)消費(fèi)行為制約很大,中國(guó)農(nóng)村消費(fèi)者的網(wǎng)絡(luò)消費(fèi)市場(chǎng)潛力有待發(fā)掘,農(nóng)村消費(fèi)者的網(wǎng)購(gòu)意愿也有待深入的研究。本文運(yùn)用技術(shù)接受模型和感知風(fēng)險(xiǎn)理論結(jié)合農(nóng)村消費(fèi)者網(wǎng)購(gòu)的實(shí)際情況,從感知有用、感知易用、感知風(fēng)險(xiǎn)三個(gè)方面建立農(nóng)村消費(fèi)者網(wǎng)購(gòu)行為態(tài)度的假設(shè)關(guān)系,再結(jié)合計(jì)劃行為理論,建立了農(nóng)村消費(fèi)者網(wǎng)購(gòu)意愿假設(shè)模型,模型包括的潛變量有:行為態(tài)度、主觀規(guī)范、行為控制、網(wǎng)購(gòu)意向等。研究通過對(duì)長(zhǎng)春市所轄縣(市、區(qū))農(nóng)村消費(fèi)者進(jìn)行實(shí)地調(diào)查問卷,分析影響長(zhǎng)春市農(nóng)村消費(fèi)者的網(wǎng)購(gòu)意愿影響因素。運(yùn)用SPSS18.0統(tǒng)計(jì)分析軟件,采用Logistic模型分析影響目標(biāo)調(diào)查地區(qū)農(nóng)村消費(fèi)者網(wǎng)購(gòu)意愿的因素。研究的結(jié)果表明,潛變量“行為態(tài)度”和“行為控制”顯著影響農(nóng)村消費(fèi)者的網(wǎng)購(gòu)意愿。行為態(tài)度中選取的可觀變量對(duì)研究的正向影響程度從大到小依次是品類豐富、經(jīng)濟(jì)風(fēng)險(xiǎn)和快遞便利;主觀規(guī)范受可觀變量“在意預(yù)期評(píng)價(jià)”和“消費(fèi)習(xí)慣”的影響最為明顯;行為控制受“會(huì)操作”顯著影響;網(wǎng)購(gòu)意向受“很滿意”顯著影響。文章最后根據(jù)研究結(jié)論提出了相關(guān)的政策建議。一是開設(shè)規(guī)范的農(nóng)村信息化培訓(xùn),提升農(nóng)村消費(fèi)者信息技能水平;二是完善農(nóng)村消費(fèi)者網(wǎng)購(gòu)體驗(yàn),強(qiáng)化網(wǎng)絡(luò)安全機(jī)制;三是建立優(yōu)化的物流體系,完善農(nóng)村網(wǎng)絡(luò)基礎(chǔ)設(shè)施;四是鼓勵(lì)東北地區(qū)產(chǎn)業(yè)在電子商務(wù)平臺(tái)實(shí)踐和發(fā)展。
[Abstract]:In the era of highly developed information technology, the popularization rate of Internet equipment such as computers and mobile phones has soared, and online shopping has become an important means for people to live and consume, which has a profound impact on the national economy and social life. Rural market is an important part of Chinese consumer market. At present, the application of network in rural areas is relatively narrow, and the proportion of online shopping is lower than that in urban areas. High quality service is of great significance for promoting the development of agriculture and rural economy, increasing farmers' income and prospering rural economy. After the Fifth Plenary session of the 18th CPC Central Committee, the government focused on promoting the overall popularization of the Internet. The Central Rural work Conference held in December 2015 pointed out that it is necessary to vigorously promote the development of rural e-commerce. As a new type of consumption, network consumption is gradually entering the life of rural residents. In terms of Internet users, China has about 200 million rural netizens, the largest number of rural netizens in the world. The optimization of rural residents' online shopping environment has excavated the online shopping needs of rural residents. The support of the government and policy has brought great opportunities for the development of rural e-commerce in China, but the consumption habits of rural consumers, The factors such as living environment and individual income level restrict their online consumption behavior greatly. The potential of Chinese rural consumers' online consumption market needs to be explored, and rural consumers' willingness to purchase online needs to be further studied. This paper applies the technology acceptance model and the theory of perceived risk to combine with the actual situation of rural consumers' online shopping, and establishes the hypothetical relationship of rural consumers' behavior attitude of online shopping from three aspects: perceived usefulness, perceived ease of use and perceived risk. Combined with the planning behavior theory, this paper establishes the assumption model of rural consumers' online purchase intention. The model includes the following latent variables: behavior attitude, subjective norms, behavior control, online purchase intention and so on. Through the field survey of rural consumers in counties (cities and districts) under the jurisdiction of Changchun, the paper analyzes the influencing factors of rural consumers' willingness to purchase online in Changchun. Using SPSS18.0 statistical analysis software, Logistic model was used to analyze the factors influencing rural consumers' willingness to purchase online in targeted areas. The results show that the latent variables "behavior attitude" and "behavior control" significantly affect rural consumers' online shopping willingness. The degree of positive influence of observable variables selected in behavior and attitude from large to small is in order of rich categories, economic risk and convenience of express delivery, and subjective norms are most obviously influenced by appreciable variables, such as "caring about expectation evaluation" and "consumption habit". Behavior control is significantly affected by "can operate" and online purchase intention is significantly affected by "very satisfactory". Finally, according to the conclusions of the study, the article puts forward the relevant policy recommendations. One is to set up standardized rural information training to improve rural consumers' information skills; the other is to improve the experience of rural consumers online shopping, strengthen the network security mechanism, third, to establish an optimized logistics system, improve rural network infrastructure; The fourth is to encourage the northeast region industry in e-commerce platform practice and development.
【學(xué)位授予單位】：吉林農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274;F713.55

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本文編號(hào)：1851269