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https://rsuir-library.rsu.ac.th/handle/123456789/1343| Title: | 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 |
| Other Titles: | 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 |
| Authors: | Shitong Feng |
| metadata.dc.contributor.advisor: | Jiang Hai Yue |
| Keywords: | Fruit and vegetable consumption -- Marking -- Chaina;Purchase intention;Internet marketing |
| Issue Date: | 2022 |
| Publisher: | Rangsit University |
| 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 |
| metadata.dc.description.other-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 |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/1343 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| SHITONG FENG.pdf | 945.11 kB | Adobe PDF | View/Open |
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