本文選題：顯性參照點　切入點：隱性參照點　出處：《中國農(nóng)業(yè)大學(xué)》2016年博士論文　論文類型：學(xué)位論文

【摘要】：近年來,隨著電子商務(wù)的迅猛發(fā)展,網(wǎng)絡(luò)購物作為電子商務(wù)的一種主要商業(yè)模式,由于其高效、便捷,消除時空限制等先天的優(yōu)勢,市場規(guī)模不斷擴大,所涉及的商品種類不斷豐富,試圖借助電子商務(wù)手段來謀求發(fā)展的企業(yè)也越來越多。農(nóng)產(chǎn)品可追溯體系作為國家推出的一個通過明確食品安全責(zé)任,保障食品質(zhì)量安全的管理體系,并通過電子商務(wù)的手段,謀求可追溯農(nóng)產(chǎn)品的快速推廣,一定程度上緩解我國食品安全堪憂的現(xiàn)狀,具有積極的理論和現(xiàn)實意義。論文以因子分析、結(jié)構(gòu)方程模型、多元統(tǒng)計分析等方法作為數(shù)據(jù)處理手段,采用AMOS 16.0數(shù)據(jù)處理工具,區(qū)分可追溯農(nóng)產(chǎn)品正面和負(fù)面表述的網(wǎng)購參照點,分別構(gòu)建消費網(wǎng)購顯性和隱性參照點一階斜交模型、二階驗證性因子分析模型和可追溯農(nóng)產(chǎn)品消費者網(wǎng)購意愿模型,從消費者感知收益和感知損失的角度對可追溯農(nóng)產(chǎn)品消費者意愿的形成機制進行了分析。論文認(rèn)為消費者網(wǎng)購意愿,乃至網(wǎng)購行為的形成是一個復(fù)雜的決策過程,存在參照依賴,對于可追溯農(nóng)產(chǎn)品的網(wǎng)購消費者而言,不同于一般農(nóng)產(chǎn)品更有其特殊性。研究發(fā)現(xiàn)：(1)消費者可追溯農(nóng)產(chǎn)品網(wǎng)購意愿的形成存在兩類參照點,顯性參照點和隱性參照點,顯性參照點包括產(chǎn)品框架效應(yīng)、評價、屬性、售后、配送、價格、銷量和促銷,基于229個樣本數(shù)據(jù)的分析,其參數(shù)估計值分別為：0.954,0.953,0.948,0.871,0.861,0.814,0.770,0.677,均在95%的置信水平上顯著,且模型適配度指標(biāo)良好；隱性參照點包括購買目標(biāo)、偏好和時間,其的參數(shù)估計值分別為0.900,0.887,0.828,均在95%的置信水平上顯著,適配度指標(biāo)良好。(2)可追溯農(nóng)產(chǎn)品消費者網(wǎng)購顯性參照點通過隱性參照點,間接對消費者感知收益和損失產(chǎn)生作用�；�235個樣本數(shù)據(jù)的結(jié)構(gòu)方程分析,區(qū)分正面和負(fù)面表述的消費者網(wǎng)購參照點,結(jié)果表明可追溯農(nóng)產(chǎn)品正面表述的顯性參照點對消費者感知收益并無直接顯著影響,而是通過影響消費者隱性參照點,進而作用于消費者感知收益；而對可追溯農(nóng)產(chǎn)品負(fù)面表述的顯性參照點對消費者感知損失同樣并無直接顯著影響,是通過隱性參照點,間接影響消費者感知損失(3)可追溯農(nóng)產(chǎn)品的消費者感知收益和損失,皆通過消費者網(wǎng)購態(tài)度,間接對消費者網(wǎng)購意愿產(chǎn)生影響。通過對消費者網(wǎng)購意愿模型的路徑分析發(fā)現(xiàn),可追溯農(nóng)產(chǎn)品消費者網(wǎng)購感知收益對消費者網(wǎng)購意愿無顯著正向影響,而對消費者網(wǎng)購態(tài)度有顯著正向影響,說明消費者感知收益是通過影響消費者對可追溯農(nóng)產(chǎn)品的網(wǎng)購態(tài)度,間接影響消費者網(wǎng)購意愿；對于消費者感知損失,同樣通過形成負(fù)面的消費者網(wǎng)購態(tài)度,進而降低消費者對可追溯農(nóng)產(chǎn)品的網(wǎng)購意愿。(4)可追溯農(nóng)產(chǎn)品消費者網(wǎng)購意愿的形成一定程度上區(qū)別于一般農(nóng)產(chǎn)品。一般農(nóng)產(chǎn)品的消費者網(wǎng)購時更為看重農(nóng)產(chǎn)品的價格、售后、產(chǎn)品以及產(chǎn)品使用屬性等因素,而對可追溯農(nóng)產(chǎn)品的網(wǎng)購消費者,由于其消費群體所具有的特性,更為關(guān)注對其偏好、消費目標(biāo)等方面的滿足程度,進而通過影響消費者網(wǎng)購態(tài)度作用于網(wǎng)購意愿。從網(wǎng)絡(luò)營銷的角度來看,網(wǎng)商企業(yè)應(yīng)把滿足消費者的網(wǎng)購目標(biāo),培育消費者對可追溯農(nóng)產(chǎn)品的偏好,多種渠道樹立良好的消費態(tài)度,作為產(chǎn)品營銷的最終目標(biāo),通過在產(chǎn)品的評論、價格、產(chǎn)品屬性、售后等多個方面建立優(yōu)勢,來逐漸形成消費者偏好和網(wǎng)購態(tài)度。
[Abstract]:In recent years, with the rapid development of e-commerce, online shopping as a major business model of electronic commerce, because of its high efficiency, convenience, eliminating the constraints of time and other congenital advantage, expanding the size of the market, the commodity types are continuously enriched, trying to use the electric means of e-commerce to seek the development of enterprises is also increasing. The agricultural products traceability system as the country launched through a clear responsibility for food safety, ensure food quality and safety management system, and by means of e-commerce, the rapid promotion for traceability of agricultural products, to some extent alleviate the situation of food safety worrying in our country, has a positive theoretical and practical significance. Based on the factor analysis of structural equation model, multivariate statistical analysis methods such as data processing method, using AMOS 16 data processing tools, agricultural products can be traced back to distinguish between positive and negative list The online shopping online shopping consumer reference point, constructs the explicit and implicit first-order oblique reference point model, two order confirmatory factor analysis model and traceability of agricultural products consumer online shopping intention model, analyzes the formation mechanism of agricultural products can be traced back to the willingness of consumers from consumer's perceived benefits and perceived loss of the consumer perspective. Online shopping and online shopping intention, formation behavior is a complex decision process, the existence of a reference dependence for traceability of agricultural products online shopping consumers, different from the general agricultural products has its particularity. The study found that: (1) the formation of consumer traceability of online shopping intention there are two types of reference point, explicit reference point the dominant and recessive reference point, reference points including product attributes, framing effect, evaluation, customer service, distribution, price, sales and promotion, analysis of 229 sample data based on the parameter estimation The values are: 0.954,0.953,0.948,0.871,0.861,0.814,0.770,0.677, were at the 95% significant level of confidence, and model fit index; implicit reference points including the purchase goal, preference and time, the estimated parameter values were 0.900,0.887,0.828, were at the 95% significant level of confidence, good fit index (2) can be traced. Agricultural products online shopping consumer dominant reference point through implicit reference point, the indirect effect on consumers' perceived gains and losses. Structural equation analysis of 235 sample data based on the distinction between positive and negative expression of the consumer online shopping point of reference, the results show that the dominant positive expression of the traceability of agricultural products reference point of consumer perception of income has no significant direct effects. But through the influence of consumer implicit reference point, and the effect on consumers perceived benefits; and the dominant agricultural products can be traced back to the negative list The reference point of consumer perception of loss also has no significant direct effects, through the implicit reference point, the indirect influence consumers' perceived loss (3) for traceability of consumer perception of gains and losses, through the consumer online shopping attitude on consumer online shopping will produce indirect effect on consumers' online shopping intention. Through the path analysis model can be found traceability of agricultural products online shopping consumers perceived gains no significant positive impact on consumer online shopping intention, and has a significant positive impact on consumer online shopping attitude shows that consumers perceived benefits is affected by the consumer of traceability of agricultural products online shopping attitude, indirect impact on consumer online shopping intentions; for consumers perceived loss, also through the formation of negative attitude of consumers online shopping. To further reduce consumers' traceability of agricultural products online shopping intention. (4) traceability of consumers online shopping. The formation of a certain extent from the general agricultural products. May the general agricultural products consumers online shopping more at the price of the product, customer service, product and product attributes and other factors, and the traceability of agricultural products online shopping consumers, because of having the consumer groups, more attention to their preference. Meet the degree of consumption targets, and then through the impact on consumer online shopping online shopping attitude effect on intention. From the perspective of network marketing, network business enterprises should meet the consumer's online shopping, cultivating consumer preferences for traceability of agricultural products, a variety of channels to establish a good consumer attitudes, as the ultimate goal of product marketing, through the products the comments, price, product attributes, establish the superior aspects of customer service, to gradually form consumer preferences and online shopping attitude.

【學(xué)位授予單位】：中國農(nóng)業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2016
【分類號】：F724.6;F323.7;F713.55
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本文編號：1618742