| 摘要: |
| 基于我国零售行业线上线下渠道融合的大背景，以零售电商为研究对象，采用结构方程模型，以北京市6个远郊区614份有关农户线上线下消费的有效问卷为样本，从消费者需求角度，探究我国农村市场中实体零售和网络零售的关系以及农村消费者选择线上渠道的重要因素。研究表明:在我国农村零售市场中，农户的实体购买频次与网上购买频次显著正相关，即我国零售行业的线上和线下渠道并不是完全替代关系；农户的实体购买态度和网上购买态度分别对农户网上购买频次直接产生显著的负向和正向影响，且农户网上购买态度对网上购买频次的影响远大于实体购买态度。 |
| 关键词: 线上线下融合 零售商 渠道下沉 消费者行为 结构方程模型 |
| DOI：10.11841/j.issn.1007-4333.2020.04.18 |
| 投稿时间：2019-05-06 |
| 基金项目:教育部规划基金项目(20YJA630004) |
|
| Analysis of rural consumers' online purchasing behavior and its influencing factors |
|
ZHANG Lei1,CHEN Honghua1*,XU Fen2
|
| (1.College of Economics and Management, China Agricultural University, Beijing 100083, China;2.College of Economics and Management, Tsinghua University, Beijing 100084, China) |
| Abstract: |
| Based on the backdrop of online and offline integration in China's retail channel, e-business enterprises is taken as study object and Structural Equation Model as analytical method is used in this study to analyze 614 survey data from remote rural Beijing. The important impact factor of rural consumers' choice of online shopping, and test the negative correlation between online and offline shopping are investigated. The results show that: In China's rural retail market, the offline shopping frequency of farmers has significant positive correlation with farmer's online shopping attitude, but the two are not complete substitutive. Farmers' attitude towards offline shopping and attitude towards online shopping have direct negative and positice impact on farmers' online shopping frequency, respectively. The farmers' attitude towards online shopping displays a greater impact on online shopping frequency than attitude towards offline shopping. |
| Key words: online to offline retailers channels sinking consumer behavior structural equation mode |
