摘要
本文采用DEMATEL方法,对生鲜农产品电商消费影响各因素的关系进行分析。结果发现,影响度最大的因素是农产品新鲜度,其次分别是农产品价格、农产品质量安全以及电商平台信誉度;被影响度从大到小依次为农产品价格,卖家的沟通性、农产品质量安全、有机绿色认证。进一步分析发现,结果因素主要包括卖家的沟通性、承诺及售后保障、交易支付安全性以及是否有线下体验店,而影响生鲜农产品电商消费的关键问题包括农产品价格、质量安全、新鲜度、卖家的沟通性以及电商平台信誉度。最后,从农产品、电商平台、电商卖家三个维度提出了促进生鲜农产品电商消费发展的建议。
Based on DEMATEL,this article analyzes the relationship among the various factors affecting the e-commerce consumption of fresh agricultural products.Study shows that the most influential factors are the freshness,followed by the price,the quality of agricultural products as well as the security and credibility of the business.The biggest affected factor is the price of agricultural product,followed by the communication among shops,the quality and security of agricultural products and the certification of green food and organic food.Besides,to make it further,the study shows that the main causes include communication among shops,after-sales service,payment security,whether or not involves an experience center,etc.And the critical factors are the price of agricultural products,quality and security,freshness,unconditional exchange and refund,the certification of green food and organic food,the credibility of the business and so on.Finally,some suggestions are proposed from following dimensions to promote the consumption of e-commerce of agricultural fresh products：the product itself,e-commerce sites and the third parties on e-commerce sites.
作者
秦小迪
吴海涛
QIN Xiaodi;WU Haitao(School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430064,Chi)
出处
《上海商学院学报》
2018年第4期8-14,21,共8页
Business Economic Review
基金
国家自然科学基金项目"城镇化路径选择对农村贫困影响的效应与机制"(71573277)和"生命周期
生计策略与农户贫困动态性"(71273281)
