摘要
随着我国零售电商进入新零售时代,如何满足生鲜电商用户的需求,提高用户的购买意愿已成为企业亟待解决的问题。现有文献缺乏对新零售背景下生鲜电商用户购买行为方面的研究。因此,基于S-O-R模型,结合新零售模式和生鲜农产品的特点来研究新零售背景下影响生鲜电商消费者购买意愿的因素。通过问卷调查方法搜集368份有效样本数据,利用Smartpls3软件对样本数据进行分析。结果显示,产品质量、品牌形象、网站质量、物流配送质量、售后服务质量显著影响消费者的感知功能性价值,并正向作用于消费者购买意愿;网站质量、产品质量显著影响消费者的感知情感性价值,并正向作用于消费者购买意愿。
The retail e-commerce in China has entered the era of new retail,how to meet the growing needs of consumers and improve their willingness to purchase has become an urgent problem to solve.The existing literature lacks the research on the purchase behavior of fresh e-commerce users in background of new retail.Therefore,based on the s-o-r model and combined with the characteristics of new retail and fresh agricultural products, this study analyze the influence of consumer’s purchase intention. This study collected a total of 368 valid samples via questionnaire survey, which were analyzed by PLS-SEM. We found that product quality, brand image,website quality, logistics and distribution quality, and after-sales service quality significantly affect consumers' perceived functional value, and positively affect consumers' purchase intention;Website quality, product quality significantly affect consumers' perceived emotional value, and positively affect consumers' purchase intention.
作者
江琳
JIANG Lin(Department of International Trade and Economics,Fujian Commercial College,Fuzhou Fujian 350012, China)
出处
《华北理工大学学报（社会科学版）》
2020年第2期25-31,36,共8页
Journal of North China University of Science and Technology(Social Science Edition)
基金
2019年福建省社会科学规划项目O2O商业生态环境下福建省零售行业多元价值共创的路径优化研究(FJ2019C039)
2019年福建省教育科学十三五规划项目:跨境电子商务人才创业胜任力影响因素和提升策略研究(FJJKCGZ19-258)。
关键词
新零售
生鲜电商
S-O-R模型
感知价值
购买意愿
new retailing
Fresh food e-commerce
S-O-R model
perceived values purchase intention
