生鲜农产品电子商务消费者购买意愿研究

消费者的购买意愿直接影响到电子商务交易能否顺利进行，在农产品电子商务发展过程中消费者购买意愿具有非常重要的作用。为分析和探讨影响生鲜农产品电子商务购买意愿的主要因素，研究基于电子商务消费者行为模型和我国生鲜农产品电子商务的特点，构建了我国消费者生鲜农产品电子商务购买意愿影响因素模型，并通过在线和线下两种途径进行问卷调查收集了相关数据，通过实证分析发现消费者的产品安全和质量预期和网站信息丰富度显著影响消费者农产品电子商务购买意愿，而价格折扣、包装及物流服务预期等因素的影响不显著，基于实证研究的结论提出了加强产品质量安全控制和保障以及加强网站上产品信息提供等发展农产品电子商务的对策建议。

Factors Affecting Consumers＇ Purchase Intention in Electronic Commerce of Fresh Agro-products

The consumers＇ purchase intention leads directly to the transaction of electronic commerce, and it plays a very important role in the development of electronic commerce of fresh agro-products. Based on the behavior model of electronic commerce consumers and the specialty of electronic commerce of fresh agro-products in China, the behavior model of consumers is constructed to identify the impact factors of their purchase intention of fresh agro-products in electronic commerce. By using the data collected from on-line and off-line survey, the empirical a- nalysis revealed the impact factors of their purchase intention. The expectation of product quality and safety and information richness affect significantly the purchase intention of consumers, but the impact of product price discount, package and logistic service are not significant. Some suggestions are given for the future policy, such as enforcing product quality safe control and increasing information supply on the website.