新零售模式下生鲜电商平台消费者购买意愿影响研究——基于感知价值的中介作用

李文斌, 曾丽, 余洪波, 李连英

现代农业. 2024, 49(3): 67-75

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现代农业 ›› 2024, Vol. 49 ›› Issue (3) : 67-75.
农牧经济

新零售模式下生鲜电商平台消费者购买意愿影响研究——基于感知价值的中介作用

  • 李文斌1, 曾丽1, 余洪波1, 李连英1,2*
作者信息 +

Research on the Influence of Consumers’ Willingness to Purchase on Fresh Food E-commerce Platform under the New Retail Model——Mediation Effect Based on Perceived Value

  • LI Wenbin1, ZENG Li1, YU Hongbo1, LI Lianying1,2*
Author information +
History +

摘要

以技术接受和使用整合模型2(UTAUT2)和感知价值采纳模型(VAM)理论为基础,分析535份调研数据,实证检验了新零售模式下生鲜电商平台消费者购买意愿的影响因素。结果表明:享乐动机是影响消费者购买意愿的重要因素,其次是感知价值、努力期望,最后是社会影响。享乐动机、努力期望与便利条件对消费者感知价值均具有显著正向影响,且影响依次减弱;与此同时,感知价值在享乐动机、努力期望与便利条件对消费者购买意愿起到中介作用;享乐动机与努力期望均对消费者绩效期望产生影响,但绩效期望对消费者感知价值的影响不显著。据此,生鲜电商平台应提高精细化运营能力,打造全天候消费体验,提高平台功能效率,注重口碑营销,完善溯源机制,提高消费感知价值,进而提高消费者购买意愿。

Abstract

Based on unified theory of acceptance and use of technology 2(UTAUT2)and perceived value-based adoption model(VAM)theories, this study analyzed 535 research data to empirically test the influencing factors of consumers’ willingness to purchase on fresh food e-commerce platforms under the new retail model. The results showed that hedonic motivation is a crucial factor influencing consumers’ willingness to purchase, followed by perceived value, effort expectation, and social influence. Hedonic motivation, effort expectation and facilitating condition had significant positive effects on consumers’ perceived value, and the effects decreased in order. At the same time, perceived value played a mediating role in hedonic motivation, effort expectation and facilitating condition on consumers’ willingness to purchase. Hedonic motivation and effort expectation had effects on consumers’ performance expectation, but the effect of performance expectation on consumers’ perceived value was not significant. Accordingly, fresh food e-commerce platforms should improve the ability of refined operation, create all-weather consumption experience, improve the efficiency of platform function, focus on word-of-mouth marketing, improve the traceability mechanism, improve the perceived value of consumption, and then increase the willingness of consumers to purchase.

关键词

新零售 / 生鲜电商平台 / 消费者购买意愿 / 感知价值 / 结构方程模型

Key words

new retail / fresh food e-commerce platform / consumer / willingness to purchase / perceived value / structural equation model

引用本文

导出引用
李文斌, 曾丽, 余洪波, 李连英. 新零售模式下生鲜电商平台消费者购买意愿影响研究——基于感知价值的中介作用. 现代农业. 2024, 49(3): 67-75
LI Wenbin, ZENG Li, YU Hongbo, LI Lianying. Research on the Influence of Consumers’ Willingness to Purchase on Fresh Food E-commerce Platform under the New Retail Model——Mediation Effect Based on Perceived Value. Modern Agriculture. 2024, 49(3): 67-75

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基金

国家自然科学基金项目“蔬菜种植大户智慧种植意愿与行为:转化机制、溢出效应及政策设计”(72263016); 国家自然科学基金项目“蔬菜种植大户物联网技术采纳行为、扩散效应及引导政策”(71863018); 江西省高校人文社会科学研究项目“江西特色乡村聚落空间分异规律及关联发展的路径研究”(JC20124); 江西省研究生创新专项资金项目(YC2023-S399)
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