消费者在线购买宠物用品的影响因素研究

A Study of Influential Factors on Consumers’ Online Purchase of Pet Supplies

摘要: 宠物经济日渐火热，但中国的宠物行业发展起步较慢，宠物电商平台具有较大的发展潜力，因此研究消费者在线购买宠物用品的影响因素具有重要意义。本文以S-O-R模型为理论基础，构建了结构方程模型，将消费者在线购买宠物用品的影响因素分为产品包装、产品质量、物流服务以及客服服务，考虑4个变量对感知价值的影响，以及感知价值对购买意愿的影响。研究结果显示，产品包装、产品质量、物流服务、客服服务对感知价值均存在着正向显著的影响，感知价值对购买意愿存在着正向显著的影响。研究丰富了关于消费者在线购买宠物用品的影响因素的探索，并以此为基础，为宠物电商平台的管理提供了理论依据和对策建议。

Abstract: The pet economy is getting hotter and hotter, but the development of China’s pet industry started slowly, and the pet e-commerce platform has a large development potential, so it is of great significance to study the influencing factors of consumers’ online purchase of pet supplies. This paper takes the S-O-R model as the theoretical basis, constructs a structural equation model, divides the influencing factors of consumers’ online purchase of pet supplies into product package, product quality, logistics service, and customer service, and considers the influence of the four variables on the perceived value, as well as the influence of the perceived value on the purchase willingness. The results of the study show that product package, product quality, logistics service, and customer service have a positive and significant impact on perceived value, and perceived value has a positive and significant impact on purchase intention. The study enriches the exploration about the influencing factors of consumers purchasing pet supplies online. And based on this, it provides theoretical basis and countermeasure suggestions for the management of pet e-commerce platforms.