新零售模式下消费者网购生鲜农产品意愿行为的研究

新零售模式的迅速崛起,使消费者网购生鲜农产品有了新的需求,现有文献缺乏新零售模式下消费者网购生鲜农产品需求行为方面的研究。因此,本文以感知收益和感知风险为理论框架,研究新零售背景下消费者网购生鲜农产品的需求行为。共收集在新零售平台有过购买生鲜农产品行为的646份有效样本,用结构方程对样本数据进行分析。研究证实,生鲜农产品质量、物流配送质量和线下体验店服务质量显著影响消费者购买意愿,以性别、年龄和月收入为分组依据的群组中结论差异较大。

Research on Consumers" Willingness to Buy Fresh Agricultural Products Online Under the New Retail Mode

With the rapid rise of new retail mode, consumers have a new demand for online fresh agricultural products. There is a lack of research on consumer demand behavior of online fresh agricultural products under the new retail mode. Therefore, based on the theoretical framework of perceived income and perceived risk, this paper studies the demand behavior of consumers online shopping fresh agricultural products under the background of new retail. A total of 646 valid samples of purchasing fresh agricultural products in the new retail platform were collected and analyzed by structural equation. The results show that the quality of fresh agricultural products, the quality of logistics distribution and the service quality of offline experience stores significantly affect consumers" purchase intention, and the conclusions of groups based on gender, age and monthly income are quite different.