[1]岳柳青,刘咏梅,陈倩.C2C模式下消费者对农产品质量信号信任及影响因素研究——基于有序Logistic模型的实证分析[J].南京农业大学学报(社科版),2017,17(02):113-122.
　YUE Liuqing,LIU Yongmei,CHEN Qian.Research of Consumers’ Trust on Quality Signal of Agricultural Products and Influencing Factors in C2C Mode: Based on Ordinal Logistic Model[J].Journal of Nanjing Agricultural University(Social Science),2017,17(02):113-122.
点击复制

C2C模式下消费者对农产品质量信号信任及影响因素研究——基于有序Logistic模型的实证分析()
分享到：

南京农业大学学报（社科版）[ISSN:1006-6977/CN:61-1281/TN]

卷:
17
期数:
2017年02期
页码:
113-122
栏目:
农业经济
出版日期:
2017-03-01

文章信息/Info

Title:
Research of Consumers’ Trust on Quality Signal of Agricultural Products and Influencing Factors in C2C Mode: Based on Ordinal Logistic Model
作者:
岳柳青1; 2;  刘咏梅1;  陈倩2
1. 中南大学 商学院, 湖南 长沙 410083;
2. 湖南农业大学 商学院, 湖南 长沙 410128
Author(s):
YUE Liuqing1; 2;  LIU Yongmei1;  CHEN Qian2
关键词:
农产品质量信号; 消费者信任; 有序logistic模型
分类号:
F063.2
摘要:
在农产品电子商务飞速发展的背景下，消费者信任是影响市场良性发展的关键要素。以调研为基本手段，通过构建有序logistic模型探讨了C2C模式下消费者对农产品质量信号的信任评价，并对消费者个体特征、互联网购物经验、风险偏好、消费态度等信任影响因素进行了深入的分析。结果表明：消费者对质量保证信号的信任程度相对较高，服务质量信号次之，产品信息信号和声誉信号的信任程度相对较低；性别、年龄、网络购物的频率、风险偏好、健康意识等对消费者信任有显著影响，上述各个变量的边际效应显示，它们在对农产品质量信号“比较信任”情形下的影响最为显著，而收入、受教育年限、家庭结构、食品安全意识等对消费者信任的影响并不显著。
Abstract:
Under the background of rapid development in agricultural e-commerce, consumer trust is the key element of healthy market development. Based on the market research, this paper discussed the consumer trust on the quality signal of agricultural products in the C2C mode, and carried on an thorough analysis of the affecting factors such as consumer characteristics, network shopping experience, risk preference, and consumption attitudes by means of building an ordinal logistic model. The results showed that the consumer’s trust on the quality assurance signal was relatively high, the service quality signal took the second place, and the product information signal and reputation signal were relatively low. Gender, age, frequency of online shopping, risk preference, health consciousness, etc., had a significant impact on consumer trust. Analysis on the trust marginal effect of each variable showed that consumers’ attitude tended to ‘mindly trust’. And income, the years of education, family structure, food safety awareness, etc., had no significant impact on consumer trust.

参考文献/References:

[1] 张卫.《2014-2015年中国农产品电子商务发展报告》发布[J]. 中国食品, 2015(10):54-57.
[2] 张瑞东. 阿里农产品电商白皮书(2015)[R]. 杭州:阿里研究院, 2016.
[3] 林家宝, 万俊毅, 鲁耀斌. 生鲜农产品电子商务消费者信任影响因素分析:以水果为例[J]. 商业经济与管理, 2015(5):5-15.
[4] 何坪华, 凌远云, 刘华楠. 消费者对食品质量信号的利用及其影响因素分析——来自9市、县消费者的调查[J]. 中国农村观察, 2008(4):41-52.
[5] 张红霞, 安玉发. 食品质量安全信号传递的理论与实证分析[J]. 经济与管理研究, 2014(6):123-128.
[6] 王秀清, 孙云峰. 我国食品市场上的质量信号问题[J]. 中国农村经济, 2002(5):27-32.
[7] Schleenbecker R, Hamm U. Consumers’ Perception of Organic Product Characteristics:A Review[J]. Appetite, 2013, 71:420-429.
[8] 曹卫斌. 基于卖方视角下的农产品网购意愿的影响因素分析[J]. 中国农学通报, 2013(17):239-244.
[9] 何德华, 韩晓宇, 李优柱. 生鲜农产品电子商务消费者购买意愿研究[J]. 西北农林科技大学学报(社会科学版), 2014(4):85-91.
[10] Muhammad N S, Sujak H, Rahman S A. Buying Groceries Online:the Influences of Electronic Service Quality (eServQual) and Situational Factors[J]. Procedia Economics and Finance, 2016, 37:379-385.
[11] 赵晓飞, 高琪媛. 农产品网购意愿影响因素及作用机理研究——基于参照效应视角的分析[J]. 北京工商大学学报(社会科学版), 2016(3):42-53.
[12] Dimoka A, Hong Y, Pavlou P A. On Product Uncertainty in Online Markets:theory and Evidence[J]. Social Science Electronic Publishing, 2011(2):395-426.
[13] Gefen D, Karahanna E, Straub D W. Trust and TAM in Online Shopping:an Integrated Model[J]. MIS quarterly, 2003(1):51-90.
[14] 李维安, 吴德胜, 徐皓. 网上交易中的声誉机制——来自淘宝网的证据[J]. 南开管理评论, 2007(5):36-46.
[15] 肖俊极, 刘玲. C2C网上交易中信号机制的有效性分析[J]. 中国管理科学, 2012(1):161-170.
[16] Dewally M, Ederington L. Reputation, Certification, Warranties, and Information as Remedies for Seller-Buyer Information Asymmetries:Lessons from the Online Comic Book Market[J]. The Journal of Business, 2006(2):693-729.
[17] Suh K S, Lee Y E. The Effects of Virtual Reality on Consumer Learning:an Empirical Investigation[J]. MIS Quarterly, 2005:673-697.
[18] Jiang Z, Benbasat I. The Effects of Presentation Formats and Task Complexity on Online Consumers’ Product Understanding[J]. MIS Quarterly, 2007,31(3):475-500.
[19] Mudambi S M, Schuff D. What Makes a Helpful Review? A Study of Customer Reviews on Amazon. com[J]. MIS quarterly, 2010(1):185-200.
[20] 殷国鹏. 消费者认为怎样的在线评论更有用?——社会性因素的影响效应[J]. 管理世界, 2012(12):115-124.
[21] Gregg D G, Walczak S. Dressing Your Online Auction Business for Success:an Experiment Comparing two eBay Businesses[J]. MIS Quarterly, 2008,32(3):653-670.
[22] Biswas D, Biswas A. The Diagnostic Role of Signals in the Context of Perceived Risks in Online Shopping:do Signals Matter more on the Web?[J]. Journal of Interactive Marketing, 2004(3):30-45.
[23] Szymanski D M, Hise R T. E-satisfaction:An initial Examination[J]. Journal of Retailing, 2000(3):309-322.
[24] Daignault M, Shepherd M, Marche S, et al. Enabling Trust Online[C]//Electronic Commerce, 2002. Proceedings. Third International Symposium on. IEEE, 2002:3-12
[25] 周樱佬. "超出预期"的三只松鼠[J]. 企业管理, 2014(4):52-54.

相似文献/References:

[1]熊雪,朱成霞,朱海波.农产品电商直播中消费者信任的形成机制:中介能力视角[J].南京农业大学学报(社科版),2021,21(04):142.
　XIONG Xue,ZHU Chengxia,ZHU Haibo.The Formation Mechanism of Consumer Trust in E-commerce Live Streaming of Agricultural Products: The Perspective of Intermediary Capabilities[J].Journal of Nanjing Agricultural University(Social Science),2021,21(02):142.

备注/Memo

备注/Memo:
收稿日期:2016-10-19
基金项目:国家自然科学基金项目“混合渠道结构下考虑行为因素的新产品渠道选择与定价研究”（71271219）；教育部人文社科青年项目“基于消费者反馈的O2O模式中生鲜农产品质量的契约协调机制研究”（14YJC630180）
作者简介:岳柳青,女,湖南农业大学商学院讲师,中南大学商学院博士生,E-mail:liuqing0925@163.com;刘咏梅,女,中南大学商学院教授,博士生导师;陈倩,女,湖南农业大学商学院硕士生。
更新日期/Last Update: 1900-01-01