DOI QR코드

DOI QR Code

중국 신선 농산품 전자상거래 소비자행동 영향요인에 관한 연구

Research on Influencing Factors of Consumer Behavior of Fresh Agricultural Products E-commerce in China

  • 고택 (길림공정사범학원 공상관리학원) ;
  • 김형호 (세한대학교 항공교통물류학과) ;
  • 심재연 (세한대학교 경영학과)
  • Gao, Ze (College of Business Administration, Jilin Engineering Normal University) ;
  • Kim, Hyung-Ho (Dept. of Air Transport & Logistics, Sehan University) ;
  • Sim, Jae-yeon (Dept. of Business Management, Sehan University)
  • 투고 : 2020.03.27
  • 심사 : 2020.06.20
  • 발행 : 2020.06.28

초록

본 논문의 목적은 보다 높은 수준의 서비스 품질과 소비자 지향적인 전자상거래 플랫폼을 개발하기 위한 방향 제시 및 정책적 참조를 제공하는 것이다. 본 논문은 고객만족이론과 인지적 가치 이론을 이용하여 중국 신선 농산물 전자상거래의 소비자 행동 모형을 구축하고 설문조사 및 SPSS23.0을 이용하여 가설을 검증하였다. 연구결과 소비자들은 신선 농산물을 소비할 때, 제품 품질, 물류 및 유통 서비스 품질, 전자상거래 플랫폼 상호작용 품질, 그리고 제품가격과 인지 가치가 소비자 행동에 긍정적인 영향이 미치는 것으로 나타났다. 본 연구는 신선 농산물 전자상거래의 소비자 행동 연구에 의의가 있으며, 신선 농산물 전자상거래 기업에도 소비자 행동을 이해할 수 있다는데 의의가 있다. 본 논문에서 제시한 모델에서는 각 영향요인과 소비자 행동의 관계를 종합적으로 고려하지만 미세 요인의 가능한 관계는 다루지 않았다. 향후 연구에서는 산업의 특성과 특수성을 명확히 하고, 그 영향 요인을 종합적으로 고려해 심층분석할 필요가 있다.

The purpose of this paper is to provide directional and policy references to develop a higher level of service quality and consumer-oriented e-commerce platform. This paper has established a model of consumer behavior of Chinese fresh agricultural e-commerce using customer satisfaction theory and cognitive value theory, and used survey and SPS23.0 to verify hypothesis. Studies have shown that when consumers consume fresh agricultural products, product quality, logistics and distribution service quality, interactive quality of e-commerce platform, and product price and cognitive value have a positive effect on consumer behavior. This study is meaningful in the study of consumer behavior of fresh agricultural e-commerce, and in the case of fresh agricultural e-commerce companies, consumer behavior can be understood. In the model constructed in this paper, the relationship between each influencing factor and consumer behavior is considered comprehensively, but the possible relationship between fine molecular factors has not been studied and analyzed. In the future learning process, it is necessary to make clear the characteristics and particularity of the industry, think about its influencing factors comprehensively and make in-depth analysis.

키워드

참고문헌

  1. X. H. Wang. (2016). E-commerce cracked the internal mechanism of circulation dilemma of fresh agricultural products. Chinese soft science (52), 39-55. DOI : 10.3969/j.issn.1002-9753.2016.02.004
  2. G. Chen. (2017). Based on online and offline fresh agricultural products city distribution model and optimization strategy. Business economics, (06), 86-87. DOI : 10.3969/j.issn.1002-5863.2017.06.033
  3. Z. Q. Du. (2016). European and American fresh agricultural products e-commerce operation mode innovation and enlightenment. Foreign economic and trade practice (07), 72-75. DOI : 10.3969/j.issn.1003-5559.2016.07.018
  4. K. Liu. (2017). The innovative mechanism of e-commerce circulation of fresh agricultural products Reform and strategy (05), 94-97. DOI : CNKI:SUN:SYJG.0.2017-03-002
  5. W. Q. Wu. (2017). Fuzzy comprehensive evaluation of consumer trust in online shopping of fresh agricultural products. Business economics research (01),52-54 DOI : 10.3969/j.issn.1002-5863.2017.01.020
  6. F. Dabbenea. (2008). Optimisation of fresh-food supply chains in uncertain environments. Biosystems Engineering, 99(3), 348-359. DOI : 10.1016/j.biosystemseng.2007.11.011
  7. J. Briz. (2016). E-commerce and ICT adoption in the Spanish agro-food sector. Food supply networks: trust and e-business (07), 105-119. DOI : 10.1079/9781845936396.0105
  8. R. Montanari. (2008). Cold chain tracking: a managerial perspective. Trends in Food Science and Technology 19(8), 425-431. DOI : 10.1016/j.tifs.2008.03.009
  9. Ruiz. Garcia. L. (2010). A model and prototype implementation for tracking and tracing agricultural batch products along the food chain. Food control, 21(2), 112-121. DOI : 10.1016/j.foodcont.2008.12.003
  10. W. Chen. (2019). Intergenerational Transmission Effect of Chinese Filial Piety Concepts. Population and Economy, (02), 55-67. DOI :13. 3969/j.issn.1000-4149.2019.02.005
  11. J. Lao. (2017). Optimization of purchasing inventory of fresh agricultural products in Internet sales based on scale effect Logistics technology (03), 123-127. DOI : CNKI:SUN:WLJS.0.2017-03-029
  12. R. Li. (2016). Study on the profit model of fresh agricultural products e-commerce based on community The electronic commerce (10), 19-22. DOI : 10.3969/j.issn.1005-5800.2016.29.010
  13. J. Jang & S. Kim. (2019). A Case Study on the Packaging Design to Maintain Food Freshness of E-Commerce - Focused on Domestic and International Cases Journal of The Korea Convergence Society, 10(07), 115-120. DOI : 10.15207/JKCS.2019.10.7.115
  14. S. H. Park & C. S. Leem. (2019). Service model development and importance analysis using shared economic service - As a specialization center for mail service Journal of The Korea Convergence Society, 10(05), 181-188. DOI : 10.15207/JKCS.2019.10.5.181
  15. D. Y. Lee & J. C. Jo. (2017). User Sentiment Analysis on Amazon Fashion Product Review Using Word Embedding Journal of The Korea Convergence Society, 8(04), 1-8. DOI : 10.15207/JKCS.2017.8.4.001