摘要
Abstract
As e-commerce merchants of fresh agricultural products enter the market one after another,the network-based sales of fresh agricultural products become a popular way of business. In order to explore the influencing factors of consumers' online shopping willingness for fresh agricultural products,a questionnaire survey were designed on the influencing factors of online shopping willingness for fresh agricultural products from the perspective of influencing factors,a measurement scale based on all variable factors were established,and the valid data of questionnaire survey were analyzed by logistics regression analysis model using the software of SPSS 19.0.The results showed that among consumer's individual characteristics,three factors had significant influence on consumers' online shopping willingness for fresh agricultural products,i.e.consumer's gender,educational level,and whether they had experience of online shopping for fresh agricultural products.As for product attribute, consumers had strong buying willingness if products were assured for quality and safety,with abundant varieties and low prices. In aspect of website service quality,following factors could increase consumers' buying willingness:the advertising description that in conformity with the actual product; customer service staffs had proactive recommendation behaviors during their communication with customers; sound after-service; safe, convenient and fast network payment.In aspects of risk perception,following were the strongest influencing factors of on consumers' online shopping willingness,including:when the goods quality was assured after goods arrive;whether the customer service staff's recommendation was up to consumers' psychological expectation; whether the on goods return or exchange acted in a timely way.关键词
生鲜农产品/网购意愿/影响因素Key words
Fresh agricultural products/Online shopping intention/Influence factors分类
管理科学
