生鲜农产品在线评论对消费者购买决策的影响研究

doi:10.14088/j.cnki.issn0439-8114.2022.06.038

湖北农业科学 ›› 2022, Vol. 61 ›› Issue (6): 195-200.doi: 10.14088/j.cnki.issn0439-8114.2022.06.038

生鲜农产品在线评论对消费者购买决策的影响研究

徐玮琪, 张杰

河海大学公共管理学院,南京 211100

收稿日期:2021-11-22 出版日期:2022-03-25 发布日期:2022-04-18
通讯作者: 张杰（1975-）,男,江苏扬州人,教授,博士,主要从事网络人际传播、传播社会学等研究,（电子信箱）zhang75jie@hhu.edu.cn。
作者简介:徐玮琪（1995-）,女,河南焦作人,在读硕士研究生,研究方向为新媒体与社会发展,（电话）15951758328（电子信箱）928297814@qq.com。
基金资助:
教育部人文社科规划项目（21YJA860017）; 江苏省高校哲学社会科学基金重点项目（2018SJZDI141）

Research on the influence of online reviews of fresh agricultural products on consumers'purchase decision

XU Wei-qi, ZHANG Jie

School of Public Administration, Hohai University, Nanjing 211100, China

Received:2021-11-22 Online:2022-03-25 Published:2022-04-18

摘要/Abstract

摘要： 以生鲜农产品在线评论的质量、形式、数量、效价及评论者的资信度作为自变量,引入消费者感知风险和感知有用性作为中介变量,探讨这些因素对消费者购买决策的影响。结果表明,生鲜农产品在线评论的质量、效价、形式显著影响感知风险;生鲜农产品在线评论的质量、效价、形式以及评论者的资信度显著影响感知有用性;感知风险及感知有用性显著影响购买决策;除此之外,生鲜农产品在线评论的质量对购买决策有显著的直接影响。

关键词: 生鲜农产品, 在线评论, 感知风险, 感知有用性, 购买决策

Abstract: The quality, form, quantity, valence of online reviews of fresh agricultural products and the credibility of reviewers were taken as independent variables, consumer' perceived risk and perceived usefulness were introduced as intermediary variables to explore the impact of these factors on consumer' purchase decision. The results showed that the quality, valence and form of online reviews of fresh agricultural products significantly affected the perceived risk; The quality, valence and form of online reviews of fresh agricultural products and the credibility of reviewers significantly affected the perceived usefulness; The perceived risk and perceived usefulness significantly affected the purchase decisions; In addition, the quality of online reviews of fresh agricultural products had a significant direct impact on the purchase decisions.

Key words: fresh agricultural products, online reviews, perceived risk, perceived usefulness, purchase decisions

中图分类号:

徐玮琪, 张杰. 生鲜农产品在线评论对消费者购买决策的影响研究[J]. 湖北农业科学, 2022, 61(6): 195-200.

XU Wei-qi, ZHANG Jie. Research on the influence of online reviews of fresh agricultural products on consumers'purchase decision[J]. HUBEI AGRICULTURAL SCIENCES, 2022, 61(6): 195-200.

参考文献

[1] 孙伟. 中国农产品网络零售市场暨重点单品分析报告(2020)[EB/OL]. http://aii.caas.cn/bsdt/zhdt/263241.htm,2021-01-18.
[2] PARK D H, LEE J, HAN I.The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement[J].International journal of electronic commerce,2007,11(4):125-148.
[3] AITKEN R,GARY B,LAWSON R.Advertising effectiveness from a consumer perpective[J].International journal of advertising,2008,27(2):279-297.
[4] ZHU F,ZHANG X Q.Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics[J].Journal of marketing,2010,74(2):133-148.
[5] DICKINGER A.The trustworthiness of online channels for experience- and goal-directed search tasks[J]. Journal of travel research, 2011, 50(4):378-391.
[6] 张红霞. 生鲜农产品电子商务消费者满意度影响因素——基于在线评论的探索分析[J].江苏农业科学,2019,47(17):4-8.
[7] 胡雅淇,林海.在线评论特征对生鲜电商农产品销量的影响——来自淘宝羊肉大数据的证据[J].中国农业大学学报,2021,26(6):206-218.
[8] PARK D H,KIM S.The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews[J]. Electronic commerce research and applications,2008, 7(4):399-410.
[9] 杜学美,丁璟妤,谢志鸿,等.在线评论对消费者购买意愿的影响研究[J].管理评论,2016,28(3):173-183.
[10] 陈友庆,李秀飞.在线评论与网购意愿的关系:有调节的中介效应分析[J].湖北农业科学,2021,60(1):187-191,201.
[11] GUPTA P, HARRIS J.How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective[J]. Journal of business research, 2010, 63( 9-10):1041-1049.
[12] CHATTERJEE P.Online reviews: Do consumers use them?[J]. Advances in consumer research, 2001, 28:129-134.
[13] LODA M D, TEICHMANN K, ZINS A H.Destination websites’ persuasiveness[J]. International journal of culture, tourism and hospitality research, 2009, 3(1):70-80.
[14] CHEUNG M Y,LUO C,SIA C, et al.Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations[J]. International journal of electronic commerce, 2009, 13(4):9-38.
[15] 王长征,何钐,王魁.网络口碑中追加评论的有用性感知研究[J].管理科学,2015,28(3):102-114.
[16] BANSAL H S,VOYER P A.Word-of-mouth processes within a services purchase decision context[J]. Journal of service research, 2000, 3(2):166-177.

生鲜农产品在线评论对消费者购买决策的影响研究

Research on the influence of online reviews of fresh agricultural products on consumers'purchase decision

PDF

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 8

编辑推荐

Metrics

本文评价

[1]	段瑞, 成志平. 基于组件库技术的生鲜农产品冷链物流平台搭建与实现[J]. 湖北农业科学, 2021, 60(13): 134-137.
[2]	陈友庆, 李秀飞. 在线评论与网购意愿的关系：有调节的中介效应分析[J]. 湖北农业科学, 2021, 60(1): 187-191.
[3]	赵婧. 信息经济学视角下生鲜农产品电商的模式重构[J]. 湖北农业科学, 2020, 59(15): 140-144.
[4]	赵雅楠. 在线问答评论特征对感知有用性的影响[J]. 湖北农业科学, 2020, 59(15): 177-181.
[5]	李天琪, 黄炜. 基于SEM模型的“互联网+生鲜农产品”产业发展影响因素研究[J]. 湖北农业科学, 2019, 58(7): 140-144.
[6]	赵长东. 互联网+生鲜农产品冷链物流生态体系建设[J]. 湖北农业科学, 2019, 58(16): 175-179.
[7]	秦宁宁. 基于ARM9和ZigBee的生鲜农产品冷链物流温湿度实时监管系统设计[J]. 湖北农业科学, 2018, 57(18): 98-102.
[8]	李林竹, 徐广兰, 李艳军. 感官体验对农户在代理服务站网购农资意愿的影响研究[J]. 湖北农业科学, 2018, 57(18): 121-124.