农产品网购意愿影响因素及作用机理研究——基于参照效应视角的分析

Research on Influence Factors and Mechanism of Online Purchase Intention toward Agricultural Products ——An Analysis Based on Reference Effects Perspective

中文关键词:  农产品  网购意愿  参照效应  感知价值  感知风险  参照群体  在线评论

英文关键词:agricultural products  online purchase intention  reference effects  perceived value  perceived risk  reference group  online comment

中文摘要:

      以整合型科技接受和使用模型(UTAUT)和价值接受模型(VAM)为基础,通过构建参照群体、参考价格、积极在线评论与感知价值、感知风险以及购买意愿之间的关系模型,从参照效应视角实证分析了农产品网购意愿的影响因素及作用机理,并探讨了消费者农产品质量与安全意识在参照效应影响网购意愿中的调节作用。结果表明:参照效应对农产品网购意愿有显著影响；感知价值和感知风险在参照效应影响网购意愿中均发挥了中介作用,但感知价值的中介作用显著大于感知风险；消费者农产品质量与安全意识在参照效应影响网购意愿中部分地发挥了调节效应。其中,对参照群体和积极在线评论的调节效应显著,即网购过程中,消费者越是重视农产品质量与安全,参照群体的意见和积极在线评论对其网购意愿的影响就会越凸显。

英文摘要:

      Based on the unified theory of acceptance and use of technology (UTAUT) and the Value-based Adoption Model (VAM), this paper empirically analyzes the influence factors and mechanism of online purchase intention toward agricultural products by constructing a relationship model among reference group, reference price, positive online comment, perceived value, perceived risk and online purchase intention. Further, it discusses how consumers' consciousness of quality and safety moderates the impact. The empirical study shows that reference effects have a significant impact on online purchase intention toward agricultural products. Both perceived value and perceived risk play a mediating role in the relationship between reference effects and online purchase intention, but the mediation effect of perceived value is significantly greater than that of perceived risk. Consumers' consciousness of quality and safety partly play a moderating role in that impact. The moderating effect on reference group and positive online comment is significant, namely, in the process of online purchase, the more attention consumers pay to the quality and safety of agricultural products, the greater the impact of reference group and positive online comment upon online purchase intention. 