摘要
线上购买白酒越来越普遍,但仍存在种类不全、中间环节繁复、价格高昂等问题。为了促进白酒的线上销售,该文从社会影响力的视角,对消费者的在线购买行为展开研究。将社会影响力分解为主观规范、曝光度和形象三个变量,假设他们分别影响消费者对电商平台的感知有用性,假设感知有用性和感知易用性影响消费者购买决策,而感知易用性会促进感知有用性。实证分析证明,社会影响力因素对感知有用性产生积极影响,主观规范和曝光度对感知有用性的影响大于形象。研究发现对于消费者的白酒在线购买,感知的易用性比感知有用性更重要。最后,基于对白酒在线购买行为的研究的贡献,为电商平台和白酒厂商提供了政策建议。
Purchasing Baijiu onlime is becoming more and more popular,however,there are stil problems such as incomplete varieties,complicated intermediate links,and high prices.In order to promote the online sales of Baijiu,the consumers'online purchasing behavior from the perspective o social intluence was analyzed.lhn this study,social infuences were decomposed into three varables:subiective norms,visibility,and image.and as sumes that they influence consumers perceived usefines of e-commerce platforms,respectively.Next,the study asumes that perceived usefilhes and perceived ease of use affect consumers'purchasing decisions,while perceived ease of use promotes perceived usefiuness.Empirical analysi showed that social influence factors have a positive impact on perceived usefilness,and subiective norms and exposure presents greater impact or perceived usefilness than image.It was found that perceived ease ofuse was more impotant than perceived usefimess for consumers online purchas of Baijiu,Fimally,based on the contribution ofthis study to studies on online Baijiu purchasig behavior.this study provided polcy recommendations for e-commerce platforts and Baijiu manufacturers.
作者
王萌
王东阳
WANG Meng;WANG Dongyang(Institute of Food and Nutrition Development,Ministry of Agriculture and Rural Afairs,Beijing 10008l,China;Nutrition&Health Research Institute,COFCO Corporation,Beijing 102209,China;Cereals and Oils Nutrition Sub-Association of CCOA(CONAC),Beijing 102209,China)
出处
《中国酿造》
CAS
北大核心
2024年第9期261-265,共5页
China Brewing
基金
中国工程院战略研究与咨询项目(2022-PP-04-05)。
关键词
白酒电商
在线购买行为
感知易用性
感知有用性
社会影响力
Baijiu e-commerce
online purchasing behavior
perceived ease of use
perceived usefulness
social influence
