基于人口统计变量的有机农产品网购行为研究
Research on Online Shopping Behavior of Organic Agricultural Products Based on Demographic Variables
DOI: 10.12677/ECL.2018.73007, PDF,  被引量    科研立项经费支持
作者: 陈婉梅*, 欧阳友全：福建农林大学安溪茶学院，福建 福州
关键词: 有机农产品；人口统计变量；网购；Organic Agricultural Products； Demographic Variables； Online Shopping
摘要: 研究发现，人口统计变量中的职业对消费知觉风险、消费信任及网购意向存在显著差相关，不同的家庭收入对消费知觉风险存在显著相关，同时，知觉风险与消费信任、有机农产品网购意向显著相关。因此，为了提高有机农产品网购意向，本研究指出，重点锁住教育医疗工作者群体，降低知觉风险和提高消费信任，同时完善政府对有机农产品的支持和监管政策。
Abstract: The study found that occupation of demographic variables was significantly correlated with consumer perceived risk, consumer trust and online shopping intention, family income was significantly correlated with consumer perceived risk, and perceived risk was significantly correlated with consumer trust and online shopping intention of organic agricultural products. Therefore, in order to improve the online shopping intention of organic agricultural products, this study points out that enterprises should focus on the group of educational and medical workers, reduce perceived risk and improve consumer trust. At the same time, the government should improve its supportive and regulatory policies for organic agricultural products.
文章引用：陈婉梅, 欧阳友全. 基于人口统计变量的有机农产品网购行为研究[J]. 电子商务评论, 2018, 7(3): 47-54. https://doi.org/10.12677/ECL.2018.73007

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