中国农村网购消费行为现状与影响因子实证研究

随着农村网购订单的快速增长,农村成为电商平台重点开发的新市场,研究农村网购消费行为与消费需求,对促进农村网购发展具有重要意义.通过对中国东、中、西部10个省20个城市进行问卷调查,利用SPSS19.0进行数据统计与分析,了解中国农村网购消费行为与需求,提出优化农村网购的发展对策.通过因子分析法对农村网购消费行为进行分析,发现网购安全可操作、商品丰富、网购配套服务、商品价格和购买方便程度是影响农村网购的主要因素.

An Empirical Study on Present Situation of and Impact Factors for Online Shopping Behavior in Rural China

As orders of online shopping increase rapidly in rural areas in China, countryside has become a new market that e commerce platforms are developing with great efforts. Thus, to study online shopping behavior and demand in rural areas is of great significance in promoting the development of rural online shopping. Based on a questionnaire survey made in twenty cities of ten provinces in eastern, central and western China and on data statistics and analysis by SPSS19.0, this paper aims to reveal the present situation of online shopping behavior and demand in rural China and put forward corresponding countermeasures to optimize the behavior. And factor analysis shows that factors influencing rural online shopping include safety and operability of the shopping, variety of goods, supporting services, commodity prices and convenience.