摘要
随着电商的发展,农村居民参与网购的人数逐渐增多,农村居民网购行为影响因素的研究有助于理解农村居民这一群体的网络消费行为。基于因子分析和回归分析方法,使用重庆农村居民网购相关调查数据,对影响农村居民网购行为的产品优势、风险感知、便捷性、流行感知、客服服务、生活方式、文化因素进行了研究。研究发现,产品优势、客服服务和便捷性可以整合为产品与服务因素,生活方式和文化因素可以整合为区域特征因素,而风险感知因素可被分解为产品风险感知和信息风险感知两个因素。产品与服务因素和区域特征因素对农村居民网购行为有显著的正向影响,产品风险感知因素对农村居民的网购行为有显著的负向影响,信息风险感知和流行感知对农村居民的网购行为没有显著影响。在研究的几个因素中,产品与服务因素对农村居民网购行为的影响最大。
With the development of e-commerce,the number of rural residents participating in online shopping has gradually increased.The study on the influence factors of rural residents’online shopping behaviors can help to understand the online consumption behaviors of rural residents.Based on factor analysis and regression analysis,this paper studies the product advantages,risk perception,convenience,popular perception,customer service,lifestyle and cultural factors that affect rural residents’online shopping behaviors by using the survey data of Chongqing rural residents.It is found that product advantages,customer service and convenience can be integrated into product and service factors,lifestyle and cultural factors can be integrated into regional characteristics,and risk perception factors can be decomposed into product risk perception and information risk perception.Product and service factors and regional characteristics have a significant positive impact on rural residents’online shopping behaviors.Product risk perception factors have a significant negative impact on rural residents’online shopping behaviors.Information risk perception and popular perception have no significant impact on rural residents’online shopping behaviors.Among the factors studied,product and service factors have the greatest impact on rural residents’online shopping behavior.
作者
陈道平
涂柳
陈乃嘉
Chen Daoping;Tu Liu;Chen Naijia(College of Economics and Management,Chongqing Normal University,Chongqing 401331;Key Laboratory of Modern Teaching Technology of Ministry Education,Shaanxi Normal University,Xi’an 710062,China)
出处
《重庆师范大学学报（社会科学版）》
2019年第6期82-94,共13页
Journal of Chongqing Normal University(Edition of Social Sciences)
关键词
农村居民
网购行为
因子分析
回归分析
rural residents
online shopping behaviors
factor analysis
regression analysis
