热带农业工程2026，Vol.50Issue(1)：47-50,4.
消费者水产品网购意愿影响因素研究
A Study on Factors Influencing Consumers'Online Purchasing Intention for Aquatic Products:The Moderating Effect Based on Platform Type
摘要
Abstract
This study utilizes questionnaire survey data to construct a structural equation model with platform type as a moderating variable,investigating factors influencing consumers'online purchasing intention for aquatic products.Results indicate that perceived usefulness and perceived ease of use significantly affect behavioral attitudes during online purchases.External environment and interpersonal relationships substantially influence subjective norms.Product cognition,channel advantages,and information quality significantly impact perceived behavioral control.Behavioral attitudes,subjective norms,and perceived behavioral control collectively demonstrate significant effects on consumers'online purchasing intention for aquatic products.The paper proposes targeted recommendations from the perspectives of aquatic product enterprises,e-commerce platforms,and government authorities to enhance online purchasing willingness for aquatic products.关键词
水产品/网购意愿/影响因素/平台类型Key words
aquatic products/online shopping intention/influencing factors/platform type分类
管理科学引用本文复制引用
李宗民..消费者水产品网购意愿影响因素研究[J].热带农业工程,2026,50(1):47-50,4.基金项目
舟山市社科联项目"数字赋能舟山市海岛旅游高质量发展的总体框架与推进路径研究"(No.202460). （No.202460）
