摘要
目的:通过研究消费者网购肉类产品的信任影响因素,探究提升消费者肉类产品电商消费信任的路径.方法:通过构建3维信任模型,基于问卷调查收集的数据,利用结构方程模型研究影响消费者信任的因素及各因素与信任的相关关系.结果:产品信息、正面在线评论、服务质量、品牌美誉度、规章制度、个人特征、产品质量和递送方式对消费者网购肉类产品的信任有显著正向影响.结论:肉类产品电商消费者的信任取决于多重因素,产品信息、正面在线评论、服务质量、品牌美誉度对信任的影响最明显,需采取多方面的措施,增强消费者的信任程度,从而提升消费者购买意愿,促进肉类产品电商消费健康发展.
Abstract
[Objective]To explore ways to enhance consumer trust in meat products e-commerce consumption through studying the influencing factors of consumer trust in online meat products.[Method]By constructing a 3D trust model,based on the survey data,the structural equation modeling (SEM) is used to study the influencing factors of consumer trust and the relationship between each factor.[Result]Product information,positive online reviews,service quality,brand reputation,regulations,personal characteristics,product quality and delivery methods have significant positive effects on consumer trust in online meat products.[Conclusion]The trust of e-commerce consumers of meat products depends on many factors,among which product information,positive online comments,service quality and brand reputation are more obvious,various measures should be taken to enhance the trust of consumers,so as to enhance the willingness of consumers to buy meat products,promote the healthy development of e-commerce consumption.
维普
万方数据