农村居民网络消费溢价支付意愿研究
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摘要
农村居民网络消费溢价支付意愿是国家制定农村消费市场政策的重要参考和依据,从消费者视角深入研究网络渠道购买溢价支付意愿是促进市场发展的关键。运用线索利用理论、感知价值理论,基于我国东部地区五个省份1 184位农村居民的一手调研数据,利用Logistic回归模型分析农村居民网购八种不同类型产品时的溢价支付意愿影响因素发现,我国东部地区进行网购的农村居民其年龄、学历、购买频率均处于较低层次;在不同类型的产品中,感知产品质量、感知网站服务质量、购买成本、感知风险、网络接受度、网购频次、个人特征对溢价支付意愿的影响程度和作用方向存在较大差异;国家提供政策支持的淘宝村在农村居民网络消费方面的示范作用并不显著,这主要表现为农村居民在购买农资、服装、日用百货及虚拟产品等生产生活必需品的过程中,是否为淘宝村对其溢价支付意愿均不存在显著影响。这一研究结论与预期存在差距。因此,为更好地提高农村居民网络消费溢价支付意愿,国家在建立完善产品补贴制度和政策时,应当充分考虑产品属性差异,准确把握农村居民网络消费细分市场,对不同属性的产品采取差异化策略,使扶持政策实现最优化;电商企业应当根据产品类别确定影响消费者溢价支付的关键因素,制定差异化营销策略,提高企业竞争力;农村居民自身应当通过积极参加教育培训及营销推广活动,了解网购流程和优点,提高网络消费接受水平和网络消费溢价支付意愿。
Willingness of payment at a premium for internet consumption of rural residents is an important reference for the state to formulate policies. It is a key issue for the development of market to study the willingness of payment at a premium from the perspective of consumers,which has important practical significance. Based on clue utilization theory and perceived value theory,the authors collected first-hand data of 1184 rural residents in 5 provinces in eastern China. The authors analyze the influencing factors of rural residents' willingness of payment at a premium for eight different types of products by logistic regression model. The research shows that the age,education and purchase frequency of rural residents in eastern China are at a lower level. Among different types of products,there are significant differences in the degree of influence and direction of perceived product quality,perceived website service quality,purchase cost,perceived risk,network acceptance,purchase frequency,and personal characteristics on willingness of payment at a premium. The demonstration role of Taobao Village which is supported by the state in internet consumption is not significant. The main performance is that rural residents in the process of purchasing agricultural materials,clothing,living necessities and virtual products,whether the Taobao Village variables have no significant impact. There is a gap between the analysis results and expectations. To better improve rural residents' willingness of payment at a premium,the state need to fully consider the differences in product when establishes and improves the subsidy system and policies,and optimize the support policies. Enterprises that carry out rural e-commerce should determine the key factors affecting consumer premium payment according to product categories,and develop differentiated marketing strategies to improve their competitiveness. And the rural residents should understand more about the process and advantages of internet purchases,and improve their level of acceptation of online consumption and the willingness of payment at a premium.
Willingness of payment at a premium for internet consumption of rural residents is an important reference for the state to formulate policies. It is a key issue for the development of market to study the willingness of payment at a premium from the perspective of consumers,which has important practical significance. Based on clue utilization theory and perceived value theory,the authors collected first-hand data of 1184 rural residents in 5 provinces in eastern China. The authors analyze the influencing factors of rural residents' willingness of payment at a premium for eight different types of products by logistic regression model. The research shows that the age,education and purchase frequency of rural residents in eastern China are at a lower level. Among different types of products,there are significant differences in the degree of influence and direction of perceived product quality,perceived website service quality,purchase cost,perceived risk,network acceptance,purchase frequency,and personal characteristics on willingness of payment at a premium. The demonstration role of Taobao Village which is supported by the state in internet consumption is not significant. The main performance is that rural residents in the process of purchasing agricultural materials,clothing,living necessities and virtual products,whether the Taobao Village variables have no significant impact. There is a gap between the analysis results and expectations. To better improve rural residents' willingness of payment at a premium,the state need to fully consider the differences in product when establishes and improves the subsidy system and policies,and optimize the support policies. Enterprises that carry out rural e-commerce should determine the key factors affecting consumer premium payment according to product categories,and develop differentiated marketing strategies to improve their competitiveness. And the rural residents should understand more about the process and advantages of internet purchases,and improve their level of acceptation of online consumption and the willingness of payment at a premium.
引文
[1]徐志刚,周宁,易福金.农村居民网络购物行为研究——对城镇化消费示范效应假说的检验[J].商业经济与管理,2017(1):15-23.
[2]卫海英,雷超.产品与服务的品牌资产比较研究[J].财贸经济,2010(5):109-115.
[3]刘宇翔.消费者对有机粮食溢价支付行为分析——以河南省为例[J].农业技术经济,2013(12):43-53.
[4]姜百臣,朱桥艳,欧晓明.优质食用农产品的消费者支付意愿及其溢价的实验经济学分析——来自供港猪肉的问卷调查[J].中国农村经济,2013(2):23-34.
[5]NETEMEYER R G,KRISHNAN B,PULLIG C,et al.Developing and validating measures of facets of customer-based brand equity[J].Journal of business research,2004,57(2):209-224.
[6]施晓峰,吴小丁.商品组合价值与溢价支付意愿的关系研究[J].北京工商大学学报(社会科学版),2011,26(2):49-55.
[7]朱丽叶,袁登华.品牌象征价值如何影响消费者溢价支付意愿——性别和产品可见性的调节作用[J].当代财经,2013(6):66-76.
[8]邵兵家,崔文昌.网络零售商无缺陷退货政策对溢价支付意愿的影响研究[J].软科学,2016,30(7):104-108.
[9]陈林芬,王重鸣.网络消费者行为与电子商务服务质量的关系[J].消费经济,2005(3):78-81.
[10]李东进,吴波,李研.远程购物环境下退货对购后后悔影响研究[J].南开管理评论,2013,16(5):77-89.
[11]CHU W,GERSTNER E,HESS J D.Managing dissatisfaction how to decrease customer opportunism by partial refunds[J].Journal of service research,1998,1(2):140-155.
[12]CASES A S.Perceived risk and risk-reduction strategies in internets hopping[J].International review of retail distribution&consumer research,2002,12(4):375-394.
[13]王德胜,王冠琳.信息不对称条件下消费者网络购物的感知风险[J].经济管理,2013,35(1):142-152.
[14]叶乃沂,周蝶.消费者网络购物感知风险概念及测量模型研究[J].管理工程学报,2014,28(4):88-94.
[15]HAWES J M,LUMPKIN J R.Perceived risk and the selection of a retail patronage mode[J].Journal of the academy of marketing science,1986,14(4):37-42.
[16]HESS J D,MAYHEW G E.Modeling merchandise returns in direct marketing[J].Journal of direct marketing,1997,11(2):20-35.
[17]SPENCE M.Competitive and optimal responses to signals:an analysis of efficiency and distribution[J].Journal of economic theory,1974,7(3):296-332.
[18]NELSON P.Information and consumer behavior[J].Journal of political economy,1970,78(2):311-329.
[19]HUANG P,LURIE N H,MITRA S.Searching for experience on the web:an empirical examination of consumer behavior for search and experience goods[J].Journal of marketing,2009,73(2):55-69.
[20]陶晓波,张欣瑞,杨建坤,等.在线评论、感知有用性与新产品扩散的关系研究[J].中国软科学,2017(7):162-171.
[21]RAO A R,SIEBEN W A.The effect of prior knowledge on price acceptability and the type of information examined[J].Journal of consumer research,1992,19(2):256-270.
(1)本文采用《中国统计年鉴2017》对中国东中西部三大区域的划分标准,即东部地区包括北京、天津、河北、上海、江苏、浙江、福建、山东、广东和海南10个省(市)。
(2)这里的淘宝村指大量网商聚集于某个村落,以淘宝为主要交易平台,以淘宝电商生态系统为依托,形成规模和协同效应的网络商业群聚现象。其认定标准,一是经营场所在农村地区,以行政村为单元;二是全村电子商务年交易额达到1 000万元以上;三是本村活跃网店数量达到100家以上或活跃网店数量占到当地家庭户数的10%以上。
[2]卫海英,雷超.产品与服务的品牌资产比较研究[J].财贸经济,2010(5):109-115.
[3]刘宇翔.消费者对有机粮食溢价支付行为分析——以河南省为例[J].农业技术经济,2013(12):43-53.
[4]姜百臣,朱桥艳,欧晓明.优质食用农产品的消费者支付意愿及其溢价的实验经济学分析——来自供港猪肉的问卷调查[J].中国农村经济,2013(2):23-34.
[5]NETEMEYER R G,KRISHNAN B,PULLIG C,et al.Developing and validating measures of facets of customer-based brand equity[J].Journal of business research,2004,57(2):209-224.
[6]施晓峰,吴小丁.商品组合价值与溢价支付意愿的关系研究[J].北京工商大学学报(社会科学版),2011,26(2):49-55.
[7]朱丽叶,袁登华.品牌象征价值如何影响消费者溢价支付意愿——性别和产品可见性的调节作用[J].当代财经,2013(6):66-76.
[8]邵兵家,崔文昌.网络零售商无缺陷退货政策对溢价支付意愿的影响研究[J].软科学,2016,30(7):104-108.
[9]陈林芬,王重鸣.网络消费者行为与电子商务服务质量的关系[J].消费经济,2005(3):78-81.
[10]李东进,吴波,李研.远程购物环境下退货对购后后悔影响研究[J].南开管理评论,2013,16(5):77-89.
[11]CHU W,GERSTNER E,HESS J D.Managing dissatisfaction how to decrease customer opportunism by partial refunds[J].Journal of service research,1998,1(2):140-155.
[12]CASES A S.Perceived risk and risk-reduction strategies in internets hopping[J].International review of retail distribution&consumer research,2002,12(4):375-394.
[13]王德胜,王冠琳.信息不对称条件下消费者网络购物的感知风险[J].经济管理,2013,35(1):142-152.
[14]叶乃沂,周蝶.消费者网络购物感知风险概念及测量模型研究[J].管理工程学报,2014,28(4):88-94.
[15]HAWES J M,LUMPKIN J R.Perceived risk and the selection of a retail patronage mode[J].Journal of the academy of marketing science,1986,14(4):37-42.
[16]HESS J D,MAYHEW G E.Modeling merchandise returns in direct marketing[J].Journal of direct marketing,1997,11(2):20-35.
[17]SPENCE M.Competitive and optimal responses to signals:an analysis of efficiency and distribution[J].Journal of economic theory,1974,7(3):296-332.
[18]NELSON P.Information and consumer behavior[J].Journal of political economy,1970,78(2):311-329.
[19]HUANG P,LURIE N H,MITRA S.Searching for experience on the web:an empirical examination of consumer behavior for search and experience goods[J].Journal of marketing,2009,73(2):55-69.
[20]陶晓波,张欣瑞,杨建坤,等.在线评论、感知有用性与新产品扩散的关系研究[J].中国软科学,2017(7):162-171.
[21]RAO A R,SIEBEN W A.The effect of prior knowledge on price acceptability and the type of information examined[J].Journal of consumer research,1992,19(2):256-270.
(1)本文采用《中国统计年鉴2017》对中国东中西部三大区域的划分标准,即东部地区包括北京、天津、河北、上海、江苏、浙江、福建、山东、广东和海南10个省(市)。
(2)这里的淘宝村指大量网商聚集于某个村落,以淘宝为主要交易平台,以淘宝电商生态系统为依托,形成规模和协同效应的网络商业群聚现象。其认定标准,一是经营场所在农村地区,以行政村为单元;二是全村电子商务年交易额达到1 000万元以上;三是本村活跃网店数量达到100家以上或活跃网店数量占到当地家庭户数的10%以上。