摘要:在电子商务迅猛发展的今天,国家出台的各项利于农产品相关电子商务发展的政策的环境下,,作为世界茶叶生产、加工、销售大国的中国来说,传统茶叶的上网销售也是电子商务发展的必然结果。本文通过问卷调查的形式,收集江浙沪地区相关数据并分析了消费者在B2C平台购买茶叶时,消费者的个体特征、网购经历、对茶叶网店认知、环境因素以及消费者对网上茶叶产品营销认可度等方面对消费者网络购买茶叶意愿影响情况。并根据分析结果分别在政府和企业两方面提出了一定建议。25802 毕业论文关键词:茶叶;B2C;电子商务;购买意愿;影响因素
A Study on Consumers' Willingness to Buy Tea and Its Influencing Factors Based on B2C Platform - A Case Study of Jiangsu, Zhejiang and Shanghai
Abstract: In today’s rapid development of e-commerce, the state introduced the benefits of agricultural products related to the development of e-commerce policy environment, as the world's tea production, processing and sales of China, the traditional tea sales are inevitable result of e-commerce development. In this paper, through the form of questionnaire survey, the relevant data of Jiangsu, Zhejiang and Shanghai are collected and analyzed. The consumers 'inpidual characteristics, the online shopping experience, the tea shop cognition, the environmental factors and the consumers' online tea products are analyzed. Marketing recognition and other aspects of the consumer network to buy tea will affect the situation. And according to the analysis results, writer respectively made some suggestions to the government and enterprises,
Key words: Tea;B2C;E-commerce; Consumption Willingness;Influencing Factors
目录
摘要 1
关键词 1
Abstract 1
Key words 1
一、引言 1
二、文献综述与理论分析 2
(一)国外研究概况: 2
(二)国内研究概况: 3
三、样本描述与数据分析 4
(一)数据来源与样本描述 4
(二)消费者网购茶叶意愿的影响因素分析 5
四、讨论与总结 12
(一)总结 12
(二)建议 13
致谢 13 参考文献: 13
附录 15
表目录
表1 样本基本特征 4
表2 对消费者网购茶叶购买意愿的影响因素量表 8
表3 Cronbach的α系数检验 9
表4 KMO与Bartlett检验 9
表5 相关性检验 9
表6 Cronbach的α系数检验 10
表7 KMO与Bartlett检验 10
表8 相关性检验 10
表9 Cronbach的α系数检验 11
表10 KMO与Bartlett检验 11
表11 相关性检验 12