摘要
在内部线索获取相对困难的电子商务环境下,外部线索已成为消费者"按图索骥"进行地理标志农产品网络购买的重要依据。基于SOR模型,结合线索利用理论与认知—情感个性系统理论,以正面在线口碑、价格折扣、原产地形象三类外部线索作为自变量,引入感知风险和正面情绪唤起作为中介变量,基于1 008名消费者样本数据,检验外部线索对地理标志农产品网购意愿的影响以及感知风险与正面情绪唤起的中介作用。研究发现:外部线索显著影响消费者地理标志农产品网购意愿,其中价格折扣对地理标志农产品网购意愿的影响最大,正面在线口碑、原产地形象的影响依次次之;感知风险、正面情绪唤起共同中介外部线索对地理标志农产品网购意愿的影响,且感知风险与正面情绪唤起在外部线索与地理标志农产品之间起链式中介作用。因此,农产品电商企业要正确认识外部线索在促进消费者正面情绪唤起与降低感知风险方面的重要作用,充分挖掘和利用正面在线口碑的营销价值,引导消费者做出积极的商品评论;加大对地理标志农产品原产地信息的披露与展示,充分发挥原产地形象的光环效应,并根据不同的消费节点,合理制定并实施差异化的折扣促销策略。
In an e-commerce environment where it is relatively difficult to obtain internal clues,external clues have become an important basis for consumers to purchase geographical indication(GI) agricultural products online according to the"maps".Based on the SOR model,combining clue utilization theory and cognitive-emotional personality system theory,taking three types of external cues,such as positive online word-of-mouth,price discounts,and origin images,as independent variables,introducing perceived risk and positive emotional arousal as intermediary variables,and based on 1008 consumer sample data,the authors examine the impact of external clues on customers’ online purchase intention of agricultural products with GI and the mediating role of perceived risk and positive emotions. It is found that external clues significantly affect consumers’ willingness to purchase GI agricultural products online,of which price discounts have the greatest impact on GI agricultural products online shopping willingness,followed by positive online word-of-mouth,and image of origin;perceived risks and positive emotions arousal mediate the impact of external clues on customers’ purchased intention of GI agricultural products;and they play the chain intermediary role between external clues and GI agricultural products. Therefore,agricultural e-commerce companies should correctly recognize the important role of external clues in promoting consumers’ positive emotional arousal and reducing perceived risk,fully explore and utilize the marketing value of positive online word-of-mouth,and guide consumers to make positive product reviews;and they should also pay more attention to the information disclosure and display of the origin of GI agricultural products,give full play to the halo effect of the image of origin and rationally formulate and promote differentiated discount promotion strategies based on different consumer nodes.
作者
课题组
涂洪波
Research Group(College of Management,Wuhan Institute of Technology,Wuhan 430205,Hubei,China)
出处
《中国流通经济》
CSSCI
北大核心
2020年第8期37-47,共11页
China Business and Market
基金
国家社会科学基金一般项目“基于农户利益的新型农业经营主体纵向一体化发展研究”(16GBL131)。
关键词
地理标志农产品
外部线索
感知风险
正面情绪唤起
网购意愿
agricultural products with geographical indications
external clues
perceived risk
positive emotional arousal
online purchase intention
