O2O模式下消費者網(wǎng)購農(nóng)產(chǎn)品的影響因素研究.pdf

1、學校代碼：10564學號：2014308239分類號：F724.6密級：碩士學位論文O2O模式下消費者網(wǎng)購農(nóng)產(chǎn)品的影響因素研究王雪彬第一指導教師：第一指導教師：周建華副教授第二指導教師：第二指導教師：易法敏教授學院名學院名稱：經(jīng)濟管理學院專業(yè)學位類別：專業(yè)學位類別：農(nóng)業(yè)推廣碩士領域：域：農(nóng)村與區(qū)域發(fā)展答辯委員會主席：答辯委員會主席：孫良媛教授中國廣州2016年6月IITheresearchoftheinfluentialfactsonc

2、onsumers’agriculturalproductsonlinepurchasetoO2OecommercemodelWangXuebin（CollegeofEconomyManagementSouthChinaAgriculturalUniversityGuangzhou510642，China）Abstract：WiththecomprehensivepromotionofChinaseconomicsociallevelth

3、erapiddevelopmentofwkinfmationtechnologyinfmationsecurityguaranteesystemhasbeenperfectsmallmediumsizedenterpriseinfmationizationservicesystemisgraduallyestablishedtheinfmationizationthecombinationofindustryagriculturehas

4、becomememeclosely.ButChinahasbeentheagriculturalcountryagriculturalsaleswasconsideredinappropriateintheelectronicbusinessplatfmO2Oagriculturalproductsaredifferentfromotherindustrieswhichiscurrentlyathomeabroadnomatureexp

5、eriencecancopymanycompaniesareinthestageoftrialerrSoconsumersknowaboutthe“onlineoffline“thefeelingofthisnewwaytobuyagriculturalproductsviewisparticularlyimptantthroughresearchtofindfactsthatinfluenceconsumerpurchaseinten

6、tionsthismodeofagriculturalproductsfthepromotionofcompaniesbusinessestocarryoutprecisionmarketingisimptant.Firstlythroughtherelevantliteratureconsumerbehavitheytostoutthereviewaccdingtotheresearchpriitieswkacteristicspro

7、perties(interactive)purchaseofagriculturalconsumersO2Omodelconstructedresearchmodelinthispaperputfwardresearchhypothesisfthisstudy.SecondlyThroughthewayofquestionnairesurveythispapercollectedatotalof282validquestionnaire

8、ssampleswhichisusingSPSS22.0softwareAMOS21.0hypothesestotestverifythetheeticalmodelultimatelygetthefollowingconclusions:IfthereisaneedconsumersarewillingtotryonlineshoppingO2Oplatfmofagriculturalproductsbutinterestinthep

9、urchaseofagriculturalproductsisnotveryfullunderO2Omodeperfmanceexpectationswillpositivelyaffectthewillingnessofconsumersonlineshoppingagriculturalproductsthegreatertheimpactoftheeffectoffemaleconsumersonlineshoppingfprod

10、ucehighfrequencyofconsumptionbygreaterimpacteffectefftswillpositivelyaffectthewillingnessofconsumersexpectpurchaseofagriculturalproductsinteractivitywillpositivelyaffectthewillingnessofconsumersonlineshoppingagricultural