摘要
开发特色农产品是我国贫困地区产业扶贫的重要方式,也是促进贫困地区构建优势产业实现可持续发展最有效的方式之一。本文从扶贫社会责任的中介作用视角探究贫困地区特色农产品电商平台中消费者初次购物体验对其复购物意的影响,构建了机理模型和购物体验的评价指标体系,然后通过实证分析对相关假设进行了检验,最后提出了相关的对策建议。
Developing characteristic agricultural products is an important way for poverty alleviation in China's poor areas,and it is also one of the most effective ways to promote the construction of advantageous industries in poor areas and realize sustainable development.From the perspective of the intermediary role of social responsibility for poverty alleviation,this paper explores the impact of consumers'first shopping experience on their re-shopping intention in the e-commerce platform of characteristic agricultural products in poor areas,constructs the mechanism model and the evaluation index system of shopping experience,tests the relevant hypotheses through empirical analysis,and finally puts forward relevant countermeasures and suggestions.
作者
李文情
LI Wen-qing(School of Agriculture and Rural Development,Renmin University of China,Beijing 100089)
出处
《南方农村》
2021年第3期24-28,33,共6页
South China Rural Area
基金
国家自然科学基金项目“数字金融发展在农村金融空间配给缓解实体经济金融普惠中的作用研究”(71973146)
国家社会科学基金重大项目“乡村振兴背景下数字乡村发展的理论、实践与政策研究”(20&ZD164)。
关键词
特色农产品
电商平台
复购意向
扶贫社会责任
E-commerce Platform of Characteristic Agricultural Products
Repurchase Intention
Social Responsibility of Poverty Alleviation
