摘要
基于广西240个现代青年农场主的调查数据,结合消费行为研究模型中的计划行为理论、收益-风险分析理论,运用结构方程模型对现代青年农场主网购农资产品意愿影响因素进行实证研究。结果表明:现代青年农场主网购农资产品的感知收益和主观规范对其总体态度有显著正向影响,感知风险对总体态度有显著负向影响;知觉行为控制和总体态度对其购买意愿有显著正向影响;感知收益、感知风险和主观规范无法直接影响其购买意愿,但其均可通过总体态度的完全中介作用对购买意愿产生间接影响。
Based on the survey on 240 modern young farmers in Guangxi,this paper applies the structural equation model to empirically study the influencing factors of the willingness of online purchase of agricultural products for modern young farmers integrated with the planned behavior theory and profitrisk analysis theory of the consumption behavior research model.The results show that:both perceived gains and subjective norms have a significant positive impact on attitudes,while perceived risks have a significant negative impact on attitudes;both perceived behavioral control and attitudes have a significant positive influence on purchase intentions;perceived earnings,perceived risks and subjective norms do not directly affect the willingness of purchase.But they all have an indirect effect on the willingness of purchase through the complete mediation effect of the overall attitude.
作者
陆泉志
王邕
莫良玉
LU Quanzhi;WANG Yong;MO Liangyu(College of Agriculture,Guangxi University,Nanning 530004,China)
出处
《上海商学院学报》
2018年第6期73-79,共7页
Business Economic Review
基金
广西农业重点科技计划项目"现代青年农场主培育模式及实施路径研究"(201607)
关键词
农资产品
青年农场主
网购意愿
结构方程模型
agricultural products
modern young farmers
willingness of online purchase
influencing factors
作者简介
陆泉志,广西南宁人,广西大学农学院,研究方向:农业经济理论与政策;王邕,山东安丘人,高级实验师,广西大学农学院副院长,研究方向:新型职业农民培育;莫良玉,广西宜州人,博士,广西大学农学院副教授,研究方向:农业推广理论与实践.
