摘要
随着新型城镇化及互联网经济的发展,农村居民作为网络消费者,对消费市场的作用越来越显著。以农村居民为调研对象,选取了13个变量作为影响因素,运用因子分析法,提取出4个公因子,分别是网络接入因素、网购可接触因素、感知风险、物流因素。构建了农村居民网络消费意愿影响程度评价模型。提出加强农村基础设施建设、实施3C产品下乡补助、加强对农村居民网络消费宣传、提升农村居民网络消费体验、降低感知风险等建议。期望研究结论能够为企业或政府制订相关政策提供借鉴。
With the development of new urbanization and the Internet economy, rural residents, as online con-sumers ,play a more and more significant role in consumption market. Taking rural residents as the object of the research, using the method of factor analysis, it selects 13 variables as influential factors and extracts four com-mon ones as： access to internet, contact to online shopping, perception of risks, and logistics. A model evalua-ting the degree of the influence on rural residents, online consumption intention is set up in the paper, and some suggestions such as strengthening the construction of rural infrastructure, the implementation of 3C product subsi-dies to the countryside, enlarging the propaganda of online consumption to rural residents, improving the con-sumption experience for rural residents, and reducing the perceived risks, etc. are put forward. It is expected to provide references for the enterprises or government to formulate relevant policies.
出处
《安徽理工大学学报（社会科学版）》
2017年第2期27-32,共6页
Journal of Anhui University of Science and Technology:Social Science
基金
安徽省教育厅人文社科重点项目"新型城镇化背景下安徽省农村网络消费能力释放与提升研究(SK2015A564)"
宿州学院博士启动金项目"皖北农村网络消费行为研究(2015jb03)"
安徽省哲学社会科学规划项目"安徽省现代服务业空间集聚及组织模式研究(AHSKY2015 D41)"
关键词
因子分析
农村居民
网络消费意愿
Factor Analysis
Rural Residents
Online Consumption Willingness
