农村居民网络购物采纳行为影响因素分析——基于创新扩散理论、TAM模型和UTAUT模型
|
摘要
在农村网络购物消费需求的刺激下,发展农村电子商务对于提高农村居民生活质量、加快农村信息化建设和进一步推动电子商务的发展具有重要的现实意义。本研究拓展并丰富了农村居民网络购物相关理论,选取河南省农村居民为调研对象,对其网络购物特点及采纳行为进行实证分析,探讨农村网购消费市场发展中的制约因素,从而针对当前存在的问题提出相应的对策。
Stimulated by the consumption demand of rural online shopping, the development of rural e-commerce has important practical significance for improving the life quality of rural residents, accelerating the construction of rural informatization and further promoting the development of e-commerce. This research has expanded and enriched the related theories of rural residents' online shopping. With rural residents in Henan Province as the research objects, it made an empirical analysis on the characteristics and adoption behaviors of their online shopping,probed into the restrictive factors in the development of rural online shopping market, and put forward corresponding countermeasures to solve the current problems. The countermeasures include strengthening the infrastructure construction in rural areas and improving the rural e-commerce ecosystem; popularizing the knowledge of online shopping and cultivating the habit of online shopping; utilizing innovative marketing methods based on social network and improving farmers' satisfaction; encouraging government departments and e-commerce platform enterprises to interact with each other to further ensure the quality of online goods.
Stimulated by the consumption demand of rural online shopping, the development of rural e-commerce has important practical significance for improving the life quality of rural residents, accelerating the construction of rural informatization and further promoting the development of e-commerce. This research has expanded and enriched the related theories of rural residents' online shopping. With rural residents in Henan Province as the research objects, it made an empirical analysis on the characteristics and adoption behaviors of their online shopping,probed into the restrictive factors in the development of rural online shopping market, and put forward corresponding countermeasures to solve the current problems. The countermeasures include strengthening the infrastructure construction in rural areas and improving the rural e-commerce ecosystem; popularizing the knowledge of online shopping and cultivating the habit of online shopping; utilizing innovative marketing methods based on social network and improving farmers' satisfaction; encouraging government departments and e-commerce platform enterprises to interact with each other to further ensure the quality of online goods.
引文
[1]2017年中央1号文件[EB/OL].(2016-12-31)[2018-02-06].http://www.moa.gov.cn/ztzl/yhwj2017/zywj/201702/t20170206_5468602.htm.
[2]李宝库.我国农村居民消费模式及消费行为特征研究[J].管理世界,2005(4):85-98.
[3]刘伦武.农村基础设施发展与农村消费增长的相互关系:一个省际面板数据的实证分析[J].江西财经大学学报,2010(1):77-81.
[4]冯锋,杜宇能,高牟.现阶段我国农村消费补贴政策效率及效益研究:以合肥市周边地区下乡产品市场为例[J].农业经济问题,2011(6):43-46.
[5]刘湖,张家平.互联网对农村居民消费结构的影响与区域差异[J].财经科学,2016(4):80-88.
[6]郝爱民.农户消费决定因素:基于有序probit模型[J].财经科学,2009(3):98-105.
[7]陈治国,李成友,辛冲冲,等.基于OPLS回归模型的农村金融对农村居民消费支出的影响效应研究[J].经济与管理评论,2016(2):91-97.
[8]张振宇,张冕,冷凯君.基于内外部特征统一的农村网购发展分析:以湖北大悟县宣化店镇为例[J].物流工程与管理,2014(7):242-245.
[9]刘雯.关于电子商务条件下的商品流通模式[J].农业经济,2015(11):137-138.
[10]顾丽萍.我国农村网购消费的洞察:特征、短板及优化策略[J].改革与战略,2016(12):123-125.
[11]廖友国.消费需求下农村网购消费行为及发展探究[J].商业经济研究,2018(7):124-126.
[12]刘诗玥,胡国杰,徐晓琳,等.关于农村地区网络购物的现状分析[J].农村经济与科技,2018.
[13]钟燕琼.农村电商发展现状及对农村居民消费的影响[J].商业经济研究,2016(11):173-175.
[14]包旭阳,刘婧菁,张兵.城乡居民网购行为影响机制SEM分析[J].统计与决策,2016(8):111-114.
[15]胡发刚,张英彦.基于因子分析法的农村居民网络消费意愿影响因素研究[J].安徽理工大学学报(社会科学版),2017(2):27-32.
[16]周华清.中国农村网购消费行为现状与影响因子实证研究[J].安徽农业大学学报:社会科学版,2016(5):1-8.
[17]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):16-24.
[18]谢佩洪,陈昌东.农村居民网购支付意愿及其影响因素:基于途径-目的链的实证研究[J].上海管理科学,2018(8):65-71.
[19]马银戌,何明涛.基于SEM模型的农村网购满意度调查研究:以石家庄市为例[J].产业与科技论坛,2015(20):98-100.
[20]屈剑虹.农村居民网上购物消费行为的影响因素分析:基于温江区永宁镇的实证分析[J].经贸实践,2015(12):33-34.
[21]牛华勇,李晶.农村居民网上购物特点与影响因素分析:以河北省保定市定兴县某村为例[J].石家庄学院学报,2017(5):32-38.
[22]胡发刚.安徽省农村网络消费存在的问题及对策[J].广西民族师范学院学报,2017(2):78-80.
[23]中华人民共和国国家统计局[EB/OL].(2018-06-01)[2019-01-05].http://data.stats.gov.cn/search.htm?s=%E5%86%9C%E6%9D%91%E4%BA%BA%E5%8F%A3.
[24]2017-2018中国农村电子商务发展报告(完整版)[EB/OL].(2018-12-10)[2019-01-05].http://www.southmoney.com/shuju/lsysj/201812/2803938.html.
[25]2017年河南省国民经济和社会发展统计公报[EB/OL].(2018-02-28)[2019-01-05].http://www.ha.stats.gov.cn/sitesources/hntj/page_pc/tjfw/tjgb/qstjgb/articlead6e17ff1d804bd4ad2859d99f02d284.html.
[26]河南电商进农村省级以上综合示范县已达61个[EB/OL].(2018-05-06)[2019-01-05].https://www.henan.gov.cn/2017/07-04/376695.html.
[27]江林.消费者心理与行为(第四版)[M].北京:中国人民大学出版社,2011.
[28]Theory of Reasoned Action[EB/OL].(2014-09-20)[2019-01-05].http://en.wikipedia.org/wiki/Theory_of_reasoned_action.
[29]Davis F D,Bagozzi R P,Warshaw P R.User acceptance of computer technology:a comparison of two theoretical models[J].Management science,1989(8):982-1003.
[30]Rogers E M.A prospective and retrospective look at the diffusion model[J].Journal of health communication,2004(S1):13-19.
[31]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[32]Lee Y H,Hsieh Y C,Hsu C N.Adding innovation diffusion theory to the technology acceptance model:Supporting employees'intentions to use e-learning systems[J].Journal of Educational Technology&Society,2011(4):124.
[33]王丽荣,黄鹤婷,赵冬梅.新生代农民工网购消费行为研究:基于心理距离角度的探讨[J].农村经济,2014(2):41-44.
[34]王冬,刘养卉,李刚.新生代农民工消费行为实证研究:以兰州市为例[J].西北人口,2015(1):117-122.
[35]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[36]王保花,鹿方圆.我国农村居民消费行为特征及影响因素研究[J].理论与改革,2016(1):156-160.
[37]井涛,李玲.从流通视角看农村网购消费渠道发展实证分析[J].中国商论,2013(26):17-18.
[38]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[39]周华清.中国农村网购消费行为现状与影响因子实证研究[J].安徽农业大学学报:社会科学版,2016(5):1-8.
[40]胡发刚,张英彦.基于因子分析法的农村居民网络消费意愿影响因素研究[J].安徽理工大学学报(社会科学版),2017(2):27-32.
[41]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[42]李宝库.我国农村居民消费模式及消费行为特征研究[J].管理世界,2005(4):85-98.
[43]牛华勇,李晶.农村居民网上购物特点与影响因素分析:以河北省保定市定兴县某村为例[J].石家庄学院学报,2017(5):32-38.
[44]Chan R Y K.Determinants of Chinese consumers green purchase behavior[J].Psychology and Marketing,2001(4):389-413.
[45]éthier J,Hadaya P,Talbot J,et al.B2C web site quality and emotions during online shopping episodes:An empirical study[J].Information&Management,2006(5):627-639.
[2]李宝库.我国农村居民消费模式及消费行为特征研究[J].管理世界,2005(4):85-98.
[3]刘伦武.农村基础设施发展与农村消费增长的相互关系:一个省际面板数据的实证分析[J].江西财经大学学报,2010(1):77-81.
[4]冯锋,杜宇能,高牟.现阶段我国农村消费补贴政策效率及效益研究:以合肥市周边地区下乡产品市场为例[J].农业经济问题,2011(6):43-46.
[5]刘湖,张家平.互联网对农村居民消费结构的影响与区域差异[J].财经科学,2016(4):80-88.
[6]郝爱民.农户消费决定因素:基于有序probit模型[J].财经科学,2009(3):98-105.
[7]陈治国,李成友,辛冲冲,等.基于OPLS回归模型的农村金融对农村居民消费支出的影响效应研究[J].经济与管理评论,2016(2):91-97.
[8]张振宇,张冕,冷凯君.基于内外部特征统一的农村网购发展分析:以湖北大悟县宣化店镇为例[J].物流工程与管理,2014(7):242-245.
[9]刘雯.关于电子商务条件下的商品流通模式[J].农业经济,2015(11):137-138.
[10]顾丽萍.我国农村网购消费的洞察:特征、短板及优化策略[J].改革与战略,2016(12):123-125.
[11]廖友国.消费需求下农村网购消费行为及发展探究[J].商业经济研究,2018(7):124-126.
[12]刘诗玥,胡国杰,徐晓琳,等.关于农村地区网络购物的现状分析[J].农村经济与科技,2018.
[13]钟燕琼.农村电商发展现状及对农村居民消费的影响[J].商业经济研究,2016(11):173-175.
[14]包旭阳,刘婧菁,张兵.城乡居民网购行为影响机制SEM分析[J].统计与决策,2016(8):111-114.
[15]胡发刚,张英彦.基于因子分析法的农村居民网络消费意愿影响因素研究[J].安徽理工大学学报(社会科学版),2017(2):27-32.
[16]周华清.中国农村网购消费行为现状与影响因子实证研究[J].安徽农业大学学报:社会科学版,2016(5):1-8.
[17]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):16-24.
[18]谢佩洪,陈昌东.农村居民网购支付意愿及其影响因素:基于途径-目的链的实证研究[J].上海管理科学,2018(8):65-71.
[19]马银戌,何明涛.基于SEM模型的农村网购满意度调查研究:以石家庄市为例[J].产业与科技论坛,2015(20):98-100.
[20]屈剑虹.农村居民网上购物消费行为的影响因素分析:基于温江区永宁镇的实证分析[J].经贸实践,2015(12):33-34.
[21]牛华勇,李晶.农村居民网上购物特点与影响因素分析:以河北省保定市定兴县某村为例[J].石家庄学院学报,2017(5):32-38.
[22]胡发刚.安徽省农村网络消费存在的问题及对策[J].广西民族师范学院学报,2017(2):78-80.
[23]中华人民共和国国家统计局[EB/OL].(2018-06-01)[2019-01-05].http://data.stats.gov.cn/search.htm?s=%E5%86%9C%E6%9D%91%E4%BA%BA%E5%8F%A3.
[24]2017-2018中国农村电子商务发展报告(完整版)[EB/OL].(2018-12-10)[2019-01-05].http://www.southmoney.com/shuju/lsysj/201812/2803938.html.
[25]2017年河南省国民经济和社会发展统计公报[EB/OL].(2018-02-28)[2019-01-05].http://www.ha.stats.gov.cn/sitesources/hntj/page_pc/tjfw/tjgb/qstjgb/articlead6e17ff1d804bd4ad2859d99f02d284.html.
[26]河南电商进农村省级以上综合示范县已达61个[EB/OL].(2018-05-06)[2019-01-05].https://www.henan.gov.cn/2017/07-04/376695.html.
[27]江林.消费者心理与行为(第四版)[M].北京:中国人民大学出版社,2011.
[28]Theory of Reasoned Action[EB/OL].(2014-09-20)[2019-01-05].http://en.wikipedia.org/wiki/Theory_of_reasoned_action.
[29]Davis F D,Bagozzi R P,Warshaw P R.User acceptance of computer technology:a comparison of two theoretical models[J].Management science,1989(8):982-1003.
[30]Rogers E M.A prospective and retrospective look at the diffusion model[J].Journal of health communication,2004(S1):13-19.
[31]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[32]Lee Y H,Hsieh Y C,Hsu C N.Adding innovation diffusion theory to the technology acceptance model:Supporting employees'intentions to use e-learning systems[J].Journal of Educational Technology&Society,2011(4):124.
[33]王丽荣,黄鹤婷,赵冬梅.新生代农民工网购消费行为研究:基于心理距离角度的探讨[J].农村经济,2014(2):41-44.
[34]王冬,刘养卉,李刚.新生代农民工消费行为实证研究:以兰州市为例[J].西北人口,2015(1):117-122.
[35]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[36]王保花,鹿方圆.我国农村居民消费行为特征及影响因素研究[J].理论与改革,2016(1):156-160.
[37]井涛,李玲.从流通视角看农村网购消费渠道发展实证分析[J].中国商论,2013(26):17-18.
[38]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[39]周华清.中国农村网购消费行为现状与影响因子实证研究[J].安徽农业大学学报:社会科学版,2016(5):1-8.
[40]胡发刚,张英彦.基于因子分析法的农村居民网络消费意愿影响因素研究[J].安徽理工大学学报(社会科学版),2017(2):27-32.
[41]Venkatesh V,Morris M G,Davis G B,et al.User acceptance of information technology:Toward a unified view[J].MIS quarterly,2003:425-478.
[42]李宝库.我国农村居民消费模式及消费行为特征研究[J].管理世界,2005(4):85-98.
[43]牛华勇,李晶.农村居民网上购物特点与影响因素分析:以河北省保定市定兴县某村为例[J].石家庄学院学报,2017(5):32-38.
[44]Chan R Y K.Determinants of Chinese consumers green purchase behavior[J].Psychology and Marketing,2001(4):389-413.
[45]éthier J,Hadaya P,Talbot J,et al.B2C web site quality and emotions during online shopping episodes:An empirical study[J].Information&Management,2006(5):627-639.