消费者对农产品电子商务支付意愿的研究
Study on Consumers' willingness to Pay for Agricultural Products E-commerce
崔冀娜 1崔锐 1张浩1
作者信息
摘要
为研究消费者对农产品电子商务的支付意愿,基于问卷调查的方式,构建7个变量和消费者个人特征因素,运用Logistic模型分析各因素对消费者支付意愿的影响.结果表明:产品质量、信息安全、售后服务、便利高效4个变量与消费者支付意愿有正向显著关系,支付风险与消费者支付意愿有负向显著关系,网站设计和低价享受对消费者支付意愿并没有很强的影响;个人特征因素中受教育程度与月收入对支付意愿有影响,性别与年龄对支付意愿没有明显影响.
Abstract
In order to study the consumers' willingness to pay for agricultural food e-commerce,based on the questionnaire survey,7 variables and individual characteristics of consumers were constructed,Logistic model was adopted to analyze effects of each factor on consumers' payment willingness.The results showed that four variables such as product quality,information security,customer service,convenience and efficiency and consumer willingness to pay had a positive significant relationship,payment risk and consumer willingness to pay had a negative significant relationship,but the website design and low cost had no strong impact on consumers' willingness;among personal characteristics,education level and monthly income had effects on payment willingness,gender and age had no significant effects on payment willingness.
关键词
农产品/电商/支付意愿/消费者Key words
Agricultural products/E-commerce/Willingness to pay/Consumers引用本文复制引用
基金项目
2014年青海省社科规划办项目(14041)
国家自然科学基金资助项目(71103102)
出版年
2016
国家科技期刊平台
NSTL
维普
万方数据