西安石油大学学报（社会科学版）2025，Vol.34Issue(3)：84-93,10.
微信小程序类农产品电商平台持续购买意愿研究
Research on Continuous Purchase Intention of Wechat Mini Program Type Agricultural Products E-Commerce Platform
摘要
Abstract
Wechat mini program e-commerce platform provides digital sales channels and expands the ecological space of agricultural products e-commerce.Based on the technology acceptance model and the ex-pectation confirmation theory,the structural equation model was used to construct the influencing factors model of consumers' continuous purchase intention on wechat mini-program-type agricultural product e-commerce platforms.Empirical research finds that platform quality,service quality and relative advantage have a signifi-cant positive impact on satisfaction,while perceived risk has a negative impact on satisfaction.The degree of in-fluence is in the order of platform quality,service quality,perceived risk and relative advantage.The positive impact of satisfaction on the continuous purchase intention is stronger than that of subjective norms.Based on this,some strategies are proposed to effectively enhance the continuous purchase intention of consumers on We-Chat mini-program agricultural products e-commerce platforms.关键词
微信小程序/农产品电商平台/持续购买意愿/结构方程模型Key words
wechat mini program/agricultural products e-commerce platform/continuous purchase in-tention/structural equation model分类
经济学引用本文复制引用
侯振兴,潘俊芳,路春清..微信小程序类农产品电商平台持续购买意愿研究[J].西安石油大学学报（社会科学版）,2025,34(3):84-93,10.基金项目
甘肃省基础研究计划——软科学专项"甘肃省农旅电商融合模式与发展路径研究"(22JR4ZA070). （22JR4ZA070）
