摘要
在乡村振兴战略实施和“互联网+”深入发展的背景下,我国农产品电子商务发展迅速,但受农产品特殊的产品属性以及用户购买习惯等的影响,用户很难持续使用同一平台购买农产品。从需求、个人和环境视角出发,基于刺激—机体—反应理论模型,构建农产品电商平台用户粘性影响机制模型。通过问卷调查方式收集403份有效数据,建立结构方程模型进行实证分析。实证研究表明:期望确认、自我效能、沉浸体验显著影响正向满意度,而感知有用性对满意度影响却不显著;满意度在期望确认、自我效能、沉浸体验和用户粘性间起完全中介作用;社会氛围在期望确认、自我效能、沉浸体验分别与满意度之间起显著负向调节作用,且显著调节满意度在期望确认、自我效能、沉浸体验分别与用户粘性间的中介作用。将社会认知理论和信息系统持续使用理论拓展至农产品电商平台用户行为领域,为电商平台企业洞察用户需求、提升用户粘性提供参考建议。
China's agricultural products e-commerce has experienced rapid development amidst the implementation of the rural revitalization strategy and the deepening integration of"Internet Plus".However,due to the unique characteristics of agricultural products and user purchasing patterns,retaining users on these platforms can be challenging.Drawing on the stimulus-organism-response theoretical model and considering factors related to demand,individual characteristics and the environment,a model elucidating the factors influencing user stickiness on agricultural products e-commerce platforms was developed.Through a questionnaire survey collecting 403 valid responses,a structural equation model was employed for empirical analysis.Findings suggest that factors such as expectation confirmation,self-efficacy,and immersion experience significantly impact users'satisfaction,while perceived usefulness does not have a significant effect.Furthermore,satisfaction was found to mediate the relationship between expectation confirmation,self-efficacy,immersion experience,and user stickiness.Additionally,social atmosphere was found to exert a significant negative moderating effect on the relationships between expectation confirmation,self-efficacy,immersion experience,and satisfaction,as well as significantly moderate the mediating effect of satisfaction between expectation confirmation,self-efficacy,immersion experience,and user stickiness.By extending theories of social cognition and continuous use of information systems to the realm of agricultural products e-commerce platforms,this study offers valuable insights and recommendations for e-commerce enterprises seeking to understand user needs and enhance user stickiness.
出处
《济南大学学报（社会科学版）》
CSSCI
2024年第4期73-87,182,共16页
Journal of University of Jinan:Social Science Edition
基金
国家社会科学基金一般项目“数商兴农视阈下农产品电商平台生态共生发展机制研究”(项目编号:23BGL018)。
