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Shitong Feng. A study of influencing factors of consumers willingness to buy fresh fruits and vegetables online in underdeveloped areas based on consumer survey in Tongren city Guizhou Province. Master's Degree(Business Administration). Rangsit University. Rangsit University Library. : Rangsit University, 2022.
A study of influencing factors of consumers willingness to buy fresh fruits and vegetables online in underdeveloped areas based on consumer survey in Tongren city Guizhou Province
欠发达地区消费者网购生鲜果蔬意愿的影响因素研究基于 贵州省铜仁市消费者调查
Name: Shitong Feng
LCSH:
Purchase intention
LCSH:
Internet marketing
Abstract:
Consumers in underdeveloped areas in China have a huge market demand for
fresh fruit and vegetable products; however, there are problems such as late popularity
of online shopping, relatively low acceptance of online shopping by consumers, and
unique factors affecting purchase intention. The consumers in the underdeveloped
areas of China, including Guizhou province, were used as investigation objects, and
the empirical research was mainly based on the five dimensions of demographic
variables, the product features of preference, the acceptance of the logistics service
quality, shopping platforms, degree of consumers on the influence of consumers'
willingness to buy fresh fruits and vegetables online in underdeveloped areas. The
empirical results showed that demographic variables had an impact on consumers'
purchasing intention. Preference of product characteristics, quality of logistics service,
acceptance of shopping platforms, and the degree of consumers themselves positively
affected consumers' willingness to buy fresh fruits and vegetables online in
underdeveloped areas. The degrees of influence from high to low included preference
of product features, quality of logistics service, acceptance of shopping platform,
degree of consumers. This result enables the fresh fruits and vegetables e-commerce
platforms to increase the understanding of consumers' online shopping intentions in
underdeveloped areas, and to fill the gaps of relevant research on consumers' online
shopping intentions of fresh fruits and vegetables in underdeveloped areas
Abstract:
中国欠发达地区消费者对生鲜果蔬产品有庞大的的市场需求，但是存在网购
普及晚，消费者对网购接受度相对不高，且购买意愿的影响因素具有独特性等问
题。本文以中国的欠发达地区贵州省铜仁市的消费者为调查对象做了调查。
主要以人口统计学变量、产品特性的偏好、物流服务质量、购物平台的接受度、
消费者自身程度五个维度对欠发达地区消费者网购生鲜果蔬意愿的影响做了实
证研究。通过实证研究结果其人口统计变量对消费者购买意愿产生影响；产品特
性的偏好、物流服务质量、购物平台的接受度、消费者自身程度正向影响欠发达
地区消费者网购生鲜果蔬意愿；影响程度从高到低依次为：产品特性的偏好、物
流服务质量、购物平台的接受度、消费者自身程度。这一结果使生鲜果蔬电商平
台增加了对欠发达地区消费者网购意愿的了解，并补充了对欠发达地区消费者网
购生鲜果蔬意愿相关研究的空缺
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Jiang Hai Yue
Role:
Advisor
Created:
2022
Modified:
2565-12-13
Issued:
2022-12-13
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Rangsit University
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Shitong Feng
| Title | Contributor | Type |
|---|---|---|
| A study of influencing factors of consumers willingness to buy fresh fruits and vegetables online in underdeveloped areas based on consumer survey in Tongren city Guizhou Province
มหาวิทยาลัยรังสิต Shitong Feng | Jiang Hai Yue | วิทยานิพนธ์/Thesis |
Jiang Hai Yue