Key influencing factors of consumers' vegetable e-commerce adoption willingness, behavior, and willingness-behavior consistency in Beijing, China

Li Bo; Yin Zhengqing; Ding Junqi; Xu Suyao; Zhang Biao; Ma Yunfei; Zhang Lingxian

摘要

Purpose Vegetable e-commerce is of great significance for improving the efficiency of vegetable circulation, and for solving the problems of high circulation cost and poor connection between production and marketing. The purpose of this study is to explore the key factors that influence consumers' vegetable e-commerce adoption willingness, behavior, and willingness-behavior consistency. Design/methodology/approach A total of 427 valid questionnaires were collected from 16 districts of Beijing in 2019 via the internet, yielding a response rate of 94.9%. Bivariate probit and binary logistic regression were used for analysis. Findings The results show that 62.84% of vegetable e-commerce consumers have the same willingness and behavior, and 37.16% of consumers have a deviation of willingness and behavior; the key factors influencing the willingness, behavior, and willingness-behavior consistency of vegetable e-commerce consumers are different. The three variables of usefulness perception, logistics service quality perception, and nearest vegetable market distance have significant effects on and are positively correlated with the adoption willingness, behavior, and willingness-behavior consistency of vegetable e-commerce consumers. Research limitations/implications Consumers in Beijing, a first-tier city, were taken as the research object in this study. Second-tier and even third-tier cities can be investigated as comparative studies in a follow-up study. In addition, the key factors that affect the differences in the willingness and behavior of vegetable e-commerce adoption can be studied. Originality/value The results obtained in the present study and their implications could aid in vegetable e-commerce optimization, and contribute to the understanding of how to improve consumers' awareness and participation in vegetable e-commerce. The suggestions of this study could also be used for the improvement of vegetable e-commerce in other cities facing similar issues.

机译：目的蔬菜电子商务对于提高蔬菜循环效率，以及解决高循环成本和生产与营销之间联系的问题的重要意义。本研究的目的是探讨影响消费者蔬菜电子商务领养意愿，行为和意愿行为一致性的关键因素。设计/方法/方法总共通过互联网从北京地区收集了427次有效问卷，收益率为94.9％。双变量探测和二进制逻辑回归用于分析。结果表明，62.84％的蔬菜电子商务消费者具有同样的意愿和行为，37.16％的消费者偏离意愿和行为;影响蔬菜电子商务消费者蔬菜电子商务消费者的意愿，行为和意愿行为的关键因素是不同的。有用性感知的三个变量，物流服务质量感知和最近的蔬菜市场距离对蔬菜电子商务消费者的采用意愿，行为和意愿 - 行为一致性有重大影响。研究局限/北京消费者在北京是一级城市的消费者被视为本研究中的研究对象。可以调查二线甚至三层城市作为随访研究中的比较研究。此外，可以研究影响蔬菜电子商务采用愿意和行为差异的关键因素。原创性/价值本研究中获得的结果及其影响可以帮助蔬菜电子商务优化，并有助于了解如何提高消费者的意识和参与蔬菜电子商务。本研究的建议也可用于改善其他城市面临类似问题的蔬菜电子商务。

Key influencing factors of consumers' vegetable e-commerce adoption willingness, behavior, and willingness-behavior consistency in Beijing, China

摘要

著录项

相关主题

期刊订阅