[1]王建华,布玉婷,王舒.消费者生鲜农产品购买渠道迁徙意愿及其影响机理[J].南京农业大学学报(社科版),2022,22(02):171-182.
　WANG Jianhua,BU Yuting,WANG Shu.Migration Intention of Consumers’ Purchasing Channels of Fresh Agricultural Products and Its Influence Mechanism[J].Journal of Nanjing Agricultural University(Social Science),2022,22(02):171-182.
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消费者生鲜农产品购买渠道迁徙意愿及其影响机理()
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南京农业大学学报（社科版）[ISSN:1006-6977/CN:61-1281/TN]

卷:
22
期数:
2022年02期
页码:
171-182
栏目:
农业经济
出版日期:
2022-03-29

文章信息/Info

Title:
Migration Intention of Consumers’ Purchasing Channels of Fresh Agricultural Products and Its Influence Mechanism
作者:
王建华;  布玉婷;  王舒
江南大学 商学院, 江苏 无锡 214122
Author(s):
WANG Jianhua;  BU Yuting;  WANG Shu
关键词:
渠道迁徙意愿; 互联网+农业; 农业现代化; 生鲜农产品
Keywords:
Channel Migration Intention; Internet Plus Agriculture; Agricultural Modernization; Fresh Agricultural Products
分类号:
F323.7
摘要:
为把握信息化时代消费者对生鲜农产品多流通渠道的选择意愿,增强线上渠道消费者黏性,扩大信息技术溢出效用,提高企业经济效益,提升农业现代化水平,研究基于对江苏省4个城市地区的调研数据,构建以偏最小二乘法为基础路径的结构方程模型,探究消费者因素、产品特征及渠道特征因素对消费者移动线上渠道迁徙意愿的影响效果。结果表明:①消费者向移动线上渠道迁徙的意愿会受到推力因素、拉力因素的正向促进作用,以及锚定因素的负向抑制作用;锚定因素负向调节拉力因素对消费者渠道迁徙意愿的作用机制,以农贸市场为原始渠道时作用效果更强。②超市与移动线上渠道的价格、折扣情况、产品多样性差距,及消费者感知财务、服务、心理风险差距,构成推力因素正向影响其渠道迁徙意愿;超市与移动线上渠道的渠道信任、感知易用性差距构成正向吸引其渠道迁徙意愿的拉力因素;社会影响作为锚定因素负向影响渠道迁徙意愿。③农贸市场与移动线上渠道的购买环境、时间、信息完整性差距,及消费者感知质量、健康、时间风险差距,构成正向影响其渠道迁徙意愿的推力因素;农贸市场与移动线上渠道的媒体丰富度、感知有用性、感知易用性、渠道信任差距,构成正向吸引其渠道迁徙意愿的拉力因素;社会影响与感知成本差距构成负向影响其渠道迁徙意愿的锚定因素。
Abstract:
This paper constructs a structural equation model based on partial least squares method, uses the field survey data of four urban areas in Jiangsu Province, and explores the effect of consumerfactors, product characteristics and channel characteristics on consumers’ mobile online channel migration intention. The results show that: (1) Consumers’ willingness to move to mobile onlinechannels will be positively promoted by push factors and pull factors, and negatively inhibited by anchor factors. Anchor factors will negatively regulate the mechanism between pull factors and consumers’ willingness, and the effect is stronger when farmers’ market is the original channel. (2) The differences of price, discount, product category between supermarket and mobile online channel, and the differences of consumers’ financial, service and psychological risk are the driving factors that positively affect their channel migration intention; the differences of channel trust and perceived ease of use between supermarkets and mobile online channels constitute the pull factors that positively affect their channel migration intention; social influence, as an anchor factor, will negatively affect their channel migration intention. (3) The differences of purchasing environment, time and information characteristics between farmers’ markets and mobile online channels, as well as the differences of consumers’ quality, health and time risk, constitute the driving factors that positively affect their channel migration intention; the media richness, perceived usefulness, perceived ease of use and channel trust gap between farmer’s market and mobile online channel constitute the pull factors that positively affect their channel migration intention; social influence and the gap between perceived cost constitute the anchoring factors that negatively affect their channel migration intention.

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备注/Memo

备注/Memo:
收稿日期:2021-03-15。
基金项目:国家社会科学基金重大项目"食品安全社会共治与跨界合作机制研究"(20&ZD117)
作者简介:王建华,男,江南大学商学院教授,博士生导师;布玉婷,女,江南大学商学院硕士生;王舒,女,江南大学商学院硕士生。
更新日期/Last Update: 1900-01-01