摘要
技术的发展推动了传统产业与互联网的结合,创造了一种全新的移动互联网商业模式O2O(online to offline)。O2O模式融合了实体店和线上商城经营的诸多优点,成为一个营销模式创新的范式。感知收益-感知风险框架是消费行为研究的一个主流框架。基于这一框架,本文给出了O2O模式下生鲜农产品购买意愿的理论框架并提出了一系列假设。实证结果表明:总体态度对感知收益有正面影响,总体态度对感知风险有负面影响;信任对感知收益有正面影响,信任对感知风险有负面影响;感知收益对购买意愿有正面影响;感知风险对购买意愿有负面影响。
The development of technology promotes the combination of traditional industries and the Internet ,creating a new mobile International business mode-O2O（ online to offline）. O2O mode combines the advantages of online and shopping malls,has become a marketing innovation paradigro. The framework of perceived benefits-perceived risk is a mainstream framework of consumer behavior research. Based on this framework, this paper gives the theoretical framework of purchase intention of fresh agricultural products under the mode of O2O and puts forward a series of hypothesis. The empirical results show that ：the general attitude has a positive influence on perceived benefits,has a negative influence on perceived risk;trust has a positive influence on perceived benefits,has a negative influence on perceived risk;perceived benefits have a positive influence on purchasing intention;perceived risk has a negative influence on purchasing intention.
出处
《中国软科学》
CSSCI
北大核心
2015年第6期128-138,共11页
China Soft Science
基金
国家自然科学基金青年基金项目(71203122)
国家自然科学基金数学天元青年基金项目(11426143)
国家社科重大项目(14ZDA069)
教育部人文社会科学研究青年基金项目(14YJC630110)
中国博士后基金项目(2013M542270)
国家级大学生创新创业计划资助项目(O2O模式下生鲜农产品购买意愿研究)
关键词
购买行为
生鲜农产品
风险收益
风险感知
O2O模式
结构方程模型
purchasing intention
fresh agricultural products
perceived benefits
perceived risk
O2O mode
structural equation model
