华北水利水电大学学报（社会科学版）2025，Vol.41Issue(3)：105-114,10.DOI:10.13790/j.ncwu.sk.2025.038
基于拓展感知价值理论的消费者网购农产品意愿研究
Study on Consumer Willingness to Purchase Agricultural Products Online Based on the Extended Perceived Value Theory
摘要
Abstract
The development of social E-commerce has enhanced the interaction between consumers and suppliers.This study investigates the key factors influencing consumers'willingness to purchase agricultural products online and explores the mediating role of perceived value in this process.Based on questionnaire data,the basic characteristics of the samples were analyzed using SPSS.The study applies the extended per-ceived value theory,incorporating five dimensions:system design,consumption pattern recognition,agricul-tural product attributes,user service level,and logistics quality:as precursor factors,and four dimensions:functional value,emotional value,perceived risk,and psychological closeness:as perceived value.A sec-ond-order structural equation model was constructed,and the model was modified by adding covariances be-tween residuals to empirically test the influence of each dimension and its underlying mechanisms.The results reveal that,in the social E-commerce environment,younger consumers dominate the online agricultural prod-uct market.Precursor factors significantly and positively affect the four facets of perceived value.Among these,functional value and psychological closeness have a significant positive impact on purchase intention and serve as effective mediators.In contrast,emotional value and perceived risk have no significant effect on purchase intention.Consumers show positive recognition of the utility and functionality of online agricultural products,a favorable acceptance of emotional and cognitive aspects,and a high tolerance for potential trans-action risks and product losses.关键词
社会化电子商务/网购农产品/感知价值/心理亲近度/影响因素Key words
social E-commerce/online purchase of agricultural products/perceived value/psychologi-cal closeness/influencing factors分类
管理科学引用本文复制引用
王勇贺,李子昂,郭福利,骆鑫..基于拓展感知价值理论的消费者网购农产品意愿研究[J].华北水利水电大学学报（社会科学版）,2025,41(3):105-114,10.基金项目
河南省重点研发与推广专项(软科学)项目(222400410010) （软科学）
河南省高等学校重点科研项目(24B630031). （24B630031）
