农产品网店责任度与绩效关系研究

发布时间：2018-01-13 07:20

本文关键词：农产品网店责任度与绩效关系研究　出处：《大连海事大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,我国居民的消费结构发生了巨大变化,网络购物随着互联网的快速发展变得越来越普及,消费者对食品绿色、生态、有机的追求越来越旺盛,同时,随着政府部门对农产品安全和绿色越来越重视,我国农产品电子商务呈现出蓬勃发展态势,农产品电商也被誉为最后的“电商蓝海”。而赢得消费者对农产品安全、绿色有机的信任,获得消费者的信赖和忠诚,提高农产品网店的绩效,成为亟待解决的问题。首先,对国内外有关企业社会责任、产品属性和网店绩效的相关研究进行了文献综述,结果表明,对网店绩效的相关研究缺乏从企业社会责任和产品属性视角的理论支持,对网店“责任信息”如何通过产品道德属性进行表达,更缺乏深入的实证研究。为此,基于企业社会责任和产品属性等相关理论,提出了基于产品道德属性表达的企业“责任度”概念(即企业对其产品的道德属性信息的表达程度),界定了农产品网店责任度形成的三个过程：供应链管理、品牌建设和消费者感知。进而,通过问卷调查和专家访谈,对农产品网店经营状况进行了分析,构建了针对农产品网店责任度和绩效的评价指标体系,设计了针对农产品网店页面的专家评判准则,对226家蜂蜜产品网店的相关指标进行了评判,运用SPSS18.0对数据的信度和效度进行了分析,并建立了农产品网店责任度与绩效关系的结构方程模型,运用AMOS21.0对供应链管理、网店品牌建设、消费者感知和网店绩效等变量进行了路径分析。实证研究表明,供应链管理过程中道德属性信息表达的提升对网店品牌建设的提升和消费者感知的增强有显著影响,但不能对网店绩效的提高产生直接影响。网店品牌建设中道德属性信息表达的提升对消费者感知的增强有显著影响,但也不能直接对网店绩效的提高产生影响,消费者感知的增强则对网店绩效的提升有显著影响。
[Abstract]:In recent years, the consumption structure of Chinese residents has undergone tremendous changes. With the rapid development of the Internet, Internet shopping has become more and more popular. Consumers' pursuit of food green, ecological, organic is more and more exuberant, at the same time. Along with the government departments pay more and more attention to the safety and green of agricultural products, the e-commerce of agricultural products in China is developing vigorously. Agricultural products e-commerce is also known as the last "e-commerce blue sea". And to win consumers to the safety of agricultural products, green organic trust, consumer trust and loyalty, improve the performance of agricultural products online stores. First of all, the domestic and foreign research on corporate social responsibility, product attributes and online store performance are reviewed, and the results show that. The related research on online store performance is lack of theoretical support from the perspective of corporate social responsibility and product attributes, how to express online store "responsibility information" through product moral attributes, and more lack of in-depth empirical research. Based on the theory of corporate social responsibility (CSR) and product attribute, this paper puts forward the concept of "responsibility degree" based on the expression of product moral attribute (that is, the degree of expression of enterprise's moral attribute information to its product). This paper defines the three processes of the formation of responsibility degree of agricultural products online store: supply chain management, brand building and consumer perception. Then, through questionnaires and expert interviews, the paper analyzes the management situation of agricultural products online store. This paper constructs the evaluation index system for the responsibility and performance of the agricultural product online store, designs the expert evaluation criteria for the agricultural product online store page, and evaluates the related indexes of 226 honey product online stores. This paper analyzes the reliability and validity of the data by using SPSS18.0, and establishes the structural equation model of the relationship between the responsibility degree and the performance of the agricultural product online store, and applies AMOS21.0 to the supply chain management. The path analysis of online store brand construction, consumer perception and online store performance is carried out. In the process of supply chain management, the improvement of moral attribute information expression has a significant impact on the promotion of online store brand construction and consumer perception. However, it can not directly affect the improvement of online store performance. The improvement of moral attribute information expression in online store brand construction has a significant impact on the enhancement of consumer perception, but also can not directly affect the improvement of online store performance. The enhancement of consumer perception has a significant impact on the improvement of online store performance.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F323.7

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