生鲜农产品线下线上渠道迁徙意愿研究——危机感知的调节作用

财经论丛 ›› 2019, Vol. 35 ›› Issue (9): 92-102.

生鲜农产品线下线上渠道迁徙意愿研究——危机感知的调节作用

靳朝翔¹, 靳明², 钱思烨², 杨波²

1.上海博将投资管理有限公司,浙江杭州 310016;
2.浙江财经大学工商管理学院,浙江杭州 310018

收稿日期:2018-09-08 出版日期:2019-09-10 发布日期:2019-09-17
作者简介:靳朝翔(1991-),男,浙江杭州人,上海博将投资管理有限公司合伙人,美国Bentley University硕士;靳明(1961-),男,浙江慈溪人,浙江财经大学工商管理学院教授,博士;钱思烨(1994-),女,浙江湖州人,浙江财经大学工商管理学院硕士生;杨波(1992-),男,浙江台州人,浙江财经大学工商管理学院硕士生。
基金资助:
教育部人文社会科学规划研究基金资助项目(16YJA630022);国家社会科学基金资助项目(13BJY124);浙江省自然科学基金资助项目(LY15G020013)

Study on Consumer's Willingness to Migrate from Offline to Online ChannelConcerning on Fresh Agricultural Products: Moderating Role of Food Safety Crisis Impact

JIN Zhaoxiang¹, JIN Ming², QIAN Siye², YANG Bo²

1. Bojiang Capital Hangzhou Branch, Hangzhou 310016, China;
2.School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou 310018, China

Received:2018-09-08 Online:2019-09-10 Published:2019-09-17

摘要/Abstract

摘要： O2O电商模式随着经济技术发展和消费升级而迅速崛起,但现阶段国内生鲜电商发展还远未达到预期。本文基于PPM与TAM的理论整合视角对消费者生鲜农产品渠道迁徙意愿进行实证研究,研究发现推力因素与拉力因素对渠道迁徙起着促进作用,锚定因素对渠道迁徙起着抑制作用,并且三者大致处于均衡状态。同时,较强的危机感知会弱化消费者感知渠道有用性对渠道迁徙的牵引作用,强化感知转化成本与产品风险对渠道迁徙的抑制作用,从而整体降低消费者的迁徙意愿。

关键词: 消费升级, 生鲜农产品, 渠道迁徙, O2O模式, 食品安全

Abstract: With the development of economy and technology, as well as the upgrading of consumption, offline to online model has developed rapidly, while at present stage, the development of domestic fresh e-commerce is far from the expectation. Based on the theoretical integration perspective of the Push-Pull-Mooring Model and the Technology Acceptance Model, this paper conducts an empirical study on the willingness of consumer channel migration behavior concerning fresh agricultural products. The results show that both the push factors and the pull factors play positive role in channel migration willingness, while the anchoring factors play a negative role, and these three factors are generally in equilibrium. At the same time, stronger perception of crisis would weaken the traction effect of consumer perceived channel usefulness, and enhance the role of the perceived transformation cost and product risk to inhibit channel migration, so as to reduce consumers' overall willingness to migrate from offline to online channel.

Key words: Consumption Upgrading, Fresh Agricultural Products, Channel Migration, Offline to Online Model, Food Safety

中图分类号:

F713.5

靳朝翔, 靳明, 钱思烨, 杨波. 生鲜农产品线下线上渠道迁徙意愿研究——危机感知的调节作用[J]. 财经论丛, 2019, 35(9): 92-102.

JIN Zhaoxiang, JIN Ming, QIAN Siye, YANG Bo. Study on Consumer's Willingness to Migrate from Offline to Online ChannelConcerning on Fresh Agricultural Products: Moderating Role of Food Safety Crisis Impact[J]. , 2019, 35(9): 92-102.

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