基于DEMATEL方法的生鲜农产品电商消费影响因素分析
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摘要
本文采用DEMATEL方法,对生鲜农产品电商消费影响各因素的关系进行分析。结果发现,影响度最大的因素是农产品新鲜度,其次分别是农产品价格、农产品质量安全以及电商平台信誉度;被影响度从大到小依次为农产品价格,卖家的沟通性、农产品质量安全、有机绿色认证。进一步分析发现,结果因素主要包括卖家的沟通性、承诺及售后保障、交易支付安全性以及是否有线下体验店,而影响生鲜农产品电商消费的关键问题包括农产品价格、质量安全、新鲜度、卖家的沟通性以及电商平台信誉度。最后,从农产品、电商平台、电商卖家三个维度提出了促进生鲜农产品电商消费发展的建议。
Based on DEMATEL,this article analyzes the relationship among the various factors affecting the e-commerce consumption of fresh agricultural products.Study shows that the most influential factors are the freshness,followed by the price,the quality of agricultural products as well as the security and credibility of the business.The biggest affected factor is the price of agricultural product,followed by the communication among shops,the quality and security of agricultural products and the certification of green food and organic food.Besides,to make it further,the study shows that the main causes include communication among shops,after-sales service,payment security,whether or not involves an experience center,etc.And the critical factors are the price of agricultural products,quality and security,freshness,unconditional exchange and refund,the certification of green food and organic food,the credibility of the business and so on.Finally,some suggestions are proposed from following dimensions to promote the consumption of e-commerce of agricultural fresh products:the product itself,e-commerce sites and the third parties on e-commerce sites.
Based on DEMATEL,this article analyzes the relationship among the various factors affecting the e-commerce consumption of fresh agricultural products.Study shows that the most influential factors are the freshness,followed by the price,the quality of agricultural products as well as the security and credibility of the business.The biggest affected factor is the price of agricultural product,followed by the communication among shops,the quality and security of agricultural products and the certification of green food and organic food.Besides,to make it further,the study shows that the main causes include communication among shops,after-sales service,payment security,whether or not involves an experience center,etc.And the critical factors are the price of agricultural products,quality and security,freshness,unconditional exchange and refund,the certification of green food and organic food,the credibility of the business and so on.Finally,some suggestions are proposed from following dimensions to promote the consumption of e-commerce of agricultural fresh products:the product itself,e-commerce sites and the third parties on e-commerce sites.
引文
[1]韩杨,曹斌,陈建先,毛中根.中国消费者对食品质量安全信息需求差异分析——来自1573个消费者的数据检验[J].中国软科学,2014(02):32-45.
[2]谢云天,刘立波,王馨玮,陈晨.供给侧结构性改革背景下绿色农产品消费意愿研究——以张家口市为例[J].生态经济,2018,34(03):117-121.
[3]Wang L,Tang H,Liu D,et al.Study on Customer Experience Dimension Based on Online Shopping reviews of MI’s Products[C]//2017:05024.
[4]赵晓飞,高琪媛.农产品网购意愿影响因素及作用机理研究——基于参照效应视角的分析[J].北京工商大学学报(社会科学版),2016,31(03):42-53.
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[7]汪旭晖,张其林.电子商务破解生鲜农产品流通困局的内在机理——基于天猫生鲜与沱沱工社的双案例比较研究[J].中国软科学,2016(02):39-55.
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[10]Hallikainen H,Laukkanen T. National culture and consumer trust in e-commerce[J].International Journal of Information Management,2018,38(1):97-106.
[11]张应语,张梦佳,王强,任莹,马阳光,马爽,邵伟,尹世久,石忠国.基于感知收益-感知风险框架的O2O模式下生鲜农产品购买意愿研究[J].中国软科学,2015(06):128-138.
[12]Ming-Hsiung Hsiao.Shopping mode choice:Physical store shopping versus e-shopping[J].Transportation Research Part E:Logistics and Transportation Review,2009,45(01):86-95.
[13]Kumar V. A Study on Perceived Risk in Online Consumer Behaviour of Youth:An Indian Perspective.[J].Ssrn Electronic Journal,2013,1(01):147-152.
[14]Nilashi M,Ibrahim O,Mirabi V R,et al.The role of Security,Design and Content factors on customer trust in mobile commerce[J].Journal of Retailing and Consumer Services,2015,26:57-69.
[15]赵宏霞,王新海,周宝刚.B2C网络购物中在线互动及临场感与消费者信任研究[J].管理评论,2015,27(02):43-54.
[16]林家宝,万俊毅,鲁耀斌.生鲜农产品电子商务消费者信任影响因素分析:以水果为例[J].商业经济与管理,2015(05):5-15.
[17]曾亿武,万粒,郭红东.农业电子商务国内外研究现状与展望[J].中国农村观察,2016(03):82-93+97.
[18]孙永波,刘晓敏.电商新趋势下影响网络消费者购买行为因素研究[J].北京工商大学学报(社会科学版),2014(04):93-101.
[19]崔强,徐鑫,匡海波.基于RM-DEMATEL的交通运输低碳化能力影响因素分析[J].管理评论,2018,30(01):210-220.
[20]杨扬,杨尚鹏,章牧,郑天翔.基于DEMATEL法的旅行预订类App评价指标体系[J].旅游学刊,2016,31(02):64-74.
[21]齐文娥,林川.消费者生鲜农产品购买意愿影响因素分析[J].华南农业大学学报(社会科学版),2018,17(01):78-93.
[22]刘华楠,朱祎桔.消费者网购生鲜蔬菜的意愿及影响因素分析——基于上海市消费者的调查[J].中国农学通报,2014(21):289-293.
[2]谢云天,刘立波,王馨玮,陈晨.供给侧结构性改革背景下绿色农产品消费意愿研究——以张家口市为例[J].生态经济,2018,34(03):117-121.
[3]Wang L,Tang H,Liu D,et al.Study on Customer Experience Dimension Based on Online Shopping reviews of MI’s Products[C]//2017:05024.
[4]赵晓飞,高琪媛.农产品网购意愿影响因素及作用机理研究——基于参照效应视角的分析[J].北京工商大学学报(社会科学版),2016,31(03):42-53.
[5]Jaeger S R,Machín L,Aschemann-Witzel J,et al.Buy,eat or discard?A case study with apples to explore fruit quality perception and food waste[J].Food Quality&Preference,2018.
[6]曹裕,李业梅,万光羽.基于消费者效用的生鲜农产品供应链生鲜度激励机制研究[J].中国管理科学,2018,26(02):160-174.
[7]汪旭晖,张其林.电子商务破解生鲜农产品流通困局的内在机理——基于天猫生鲜与沱沱工社的双案例比较研究[J].中国软科学,2016(02):39-55.
[8]Jeddi N,Zaiem I.The Impact of Label Perception on the Consumer’s Purchase Intention:An application on food products[J].Ibima Business Review,2010,2010(476659).
[9]杨欧阳,唐熠坤,陈晨.北京市安全农产品消费者购买行为研究[J].经济研究导刊,2009(20):201-202+213.
[10]Hallikainen H,Laukkanen T. National culture and consumer trust in e-commerce[J].International Journal of Information Management,2018,38(1):97-106.
[11]张应语,张梦佳,王强,任莹,马阳光,马爽,邵伟,尹世久,石忠国.基于感知收益-感知风险框架的O2O模式下生鲜农产品购买意愿研究[J].中国软科学,2015(06):128-138.
[12]Ming-Hsiung Hsiao.Shopping mode choice:Physical store shopping versus e-shopping[J].Transportation Research Part E:Logistics and Transportation Review,2009,45(01):86-95.
[13]Kumar V. A Study on Perceived Risk in Online Consumer Behaviour of Youth:An Indian Perspective.[J].Ssrn Electronic Journal,2013,1(01):147-152.
[14]Nilashi M,Ibrahim O,Mirabi V R,et al.The role of Security,Design and Content factors on customer trust in mobile commerce[J].Journal of Retailing and Consumer Services,2015,26:57-69.
[15]赵宏霞,王新海,周宝刚.B2C网络购物中在线互动及临场感与消费者信任研究[J].管理评论,2015,27(02):43-54.
[16]林家宝,万俊毅,鲁耀斌.生鲜农产品电子商务消费者信任影响因素分析:以水果为例[J].商业经济与管理,2015(05):5-15.
[17]曾亿武,万粒,郭红东.农业电子商务国内外研究现状与展望[J].中国农村观察,2016(03):82-93+97.
[18]孙永波,刘晓敏.电商新趋势下影响网络消费者购买行为因素研究[J].北京工商大学学报(社会科学版),2014(04):93-101.
[19]崔强,徐鑫,匡海波.基于RM-DEMATEL的交通运输低碳化能力影响因素分析[J].管理评论,2018,30(01):210-220.
[20]杨扬,杨尚鹏,章牧,郑天翔.基于DEMATEL法的旅行预订类App评价指标体系[J].旅游学刊,2016,31(02):64-74.
[21]齐文娥,林川.消费者生鲜农产品购买意愿影响因素分析[J].华南农业大学学报(社会科学版),2018,17(01):78-93.
[22]刘华楠,朱祎桔.消费者网购生鲜蔬菜的意愿及影响因素分析——基于上海市消费者的调查[J].中国农学通报,2014(21):289-293.