消费者网购果蔬农产品影响因素分析
Analysis of Influencing Factors of Consumers’ Online Shopping of Fruits, Vegetables Products

随着网络技术的飞速发展，网络购物越来越受到人们的欢迎。但就目前来说，生鲜农产品的线上渗透率远远低于其他行业的线上渗透率。生鲜农产品作为电商界的最后一块“肥肉”，研究影响消费者网购意愿的因素，对促进生鲜电商的发展有着重要的意义。本文在技术接受模型和感知风险理论的基础上，引入核心变量感知安全性，并加入外部变量电商平台因素、商品因素和购物体验因素，构建出了本文的研究模型。对有网购果蔬经验的消费者进行调查，回收有效问卷228份，运用软件SPSS、AMOS对回收的数据进行分析，最终得出结论。结论表明，三个外部变量都显著正向影响核心变量；三个核心自变量都显著正向影响消费者的购买意愿，并且感知有用性对消费者购买意愿影响最大。根据结论，对生鲜电商平台提出以下建议：增强用户信任，提高感知有用性；提供优质果蔬，增强平台竞争力；优化平台服务，提高感知易用性；保障支付安全，提高感知安全性。
With the rapid development of network technology, online shopping is becoming more and more popular. But for now, the online penetration rate of fresh agricultural products is far lower than that of other industries. Fresh agricultural products as the last piece of “fat meat” of the e-commerce business, research on the factors affecting consumers’ purchase intention, to promote the development of fresh e-commerce has an important significance. Based on the technology acceptance model and the perceived risk theory, this paper introduces the core variable perceived security, and adds external variables e-commerce platform factors, commodity factors and shopping experience factors according to the literature and actual situation to construct the research model of this paper. A survey was conducted on consumers with online shopping experience of fruits and vegetables, and 228 valid questionnaires were collected. SPSS and AMOS were used to analyze the collected data, and the final conclusion was drawn. The results show that the three external variables have a significant positive impact on the core variables. The three core independent variables have a significant positive impact on consumers’ purchase intention, and perceived usefulness has the greatest impact on consumers’ purchase intention. According to the conclusion, the following suggestions are put forward for fresh food e-commerce platform: enhance user trust, improve perceived usefulness; Provide high-quality fruits and vegetables to enhance the competitiveness of the platform; Optimize platform services to improve perceived ease of use; Ensure payment security and improve perceived security.