摘要
以整合型信息技术接受和使用模型为理论基础,构建微信营销环境下消费者农产品购买意愿模型,探讨农产品购买意愿的影响因素,并运用结构方程模型进行实证分析。结果表明社会影响、个人经历、安全保障均对购买意愿产生显著正影响。因此,微商要重视社会影响因素,并充分发挥它的作用,打造良好的口碑;重视关系营销,做到精准营销;取得第三方质量认证,配合第三方电子商务平台销售商品,提供完善的售后服务。
Based on the theoretical basis of integrating information technology acceptance and using model,the model of a consumer′s willingness to purchase agricultural products under WeChat marketing environment is constructed.The factors affecting the willingness to buy agricultural products are discussed,and a structural equation model is used for empirical analysis.The results show that social impact,personal experience,and security guarantee all have significant positive impact on purchase intention.Therefore,the WeChat salespersons should pay attention to social influence factors and give full play to its role to create a good reputation;the WeChat salespersons should attach importance to relationship marketing and achieve precise marketing;the WeChat salespersons should obtain the third-party quality certification,cooperate with the third-party e-commerce platforms to sell goods,and provide perfect after-sales service.
作者
陈小芳
江友农
CHEN Xiaofang;JIANG Younong(Anhui Finance and Trade Vocational College, Hefei 230601, China)
出处
《河南工程学院学报（社会科学版）》
2021年第2期43-47,共5页
Journal of Henan University of Engineering(Social Science Edition)
基金
安徽省2019年度高校人文社会科学研究重大项目(SK2019ZD70)。
关键词
农产品
微信营销
购买意愿
UTAUT模型
agricultural products
WeChat marketing
purchase intention
UTAUT model
