LI Lei,GUI Lin.Research on the Distribution Mode of Fresh Agricultural Products in Beijing′s Communities Under the Background of Post-epidemic[J].Northern Horticulture,2021,(22):142-149.[doi:10.11937/bfyy.20212159]
后疫情背景下北京市社区生鲜农产品配送模式
- Title:
- Research on the Distribution Mode of Fresh Agricultural Products in Beijing′s Communities Under the Background of Post-epidemic
- Keywords:
- community distribution after the epidemic; fresh agricultural products; TAM-VAM; structural equation model
- 文献标志码:
- A
- 摘要:
- 2020年底新型冠状病毒肺炎（COVID-19）的突发不仅对居民的生活造成极大的困扰，也激活了一系列“在线新经济业态模式”的发展，如何在后疫情时代下促进社区生鲜配送模式的发展，对服务首都百姓、提高企业配送效率、建设社区数字化配送模式的发展具有现实意义。因此，结合技术接受理论（TAM）和感知价值接受理论（VAM），引入配送服务信任、感知配送风险两大变量，构建社区生鲜农产品配送选择意愿结构方程模型，将215位北京市社区居民对生鲜配送选择意愿及其影响因素进行实证分析。结果表明：感知服务质量和感知配送风险是社区居民选择配送模式的核心因素；感知配送风险反向影响配送模型选择意愿，感知特性反向影响感知风险性进而提高消费者选择意愿，感知服务信任正向影响社区配送选择意愿。
- Abstract:
- The outbreak of COVID-19 at the end of 2020 not only caused great trouble to the lives of residents,but also activated the development of a series of ‘online new economic business models’,how to promote the development of community fresh food distribution models in the post-epidemic era.It has practical significance for the development of serving the people of the capital,improving the efficiency of enterprise distribution,and building a community digital distribution model.Therefore,combining technology acceptance model (TAM) and value acceptance model (VAM),the two variables of distribution service trust and perceived distribution risk are introduced to construct a structural equation model of community fresh agricultural product distribution choice willingness,and 215 Beijing community residents an empirical analysis is made on the willingness to choose fresh food distribution and its influencing factors.The results showed that perceived service quality and perceived distribution risk are the core factors for community residents to choose adistribution model;perceived distribution risk adversely affects the willingness to choose a distribution model,and perceived characteristics adversely affect perceived risk,thereby increasing consumers′ willingness to choose,and perceived service trust is positive willingness to deliver to the affected communities.
参考文献/References:
[1]陈晓霞,李中斌.生鲜农产品消费者全渠道零售接受意愿实证研究:基于TAM和VAM理论模型[J].西南大学学报(自然科学版),2021,43(3):116-123.[2]赵振卿,赵爽,杨海波.北京市生鲜农产品流通及城市配送模式分析[J].全国流通经济,2020(11):25-26．[3]程立军,王丽娜,李杨.后疫情时代旅游市场扩散影响因素的实证分析:基于TAM-IDT模型[J].商业经济研究,2021(7):188-192.[4]刘佳,邹韵婕,刘泽溪.基于SEM模型的电商直播中消费者购买意愿影响因素分析[J].统计与决策,2021,37(7):94-97.[5]杨翾,彭迪云,谢菲.基于TAM/TPB的感知风险认知对用户信任及其行为的影响研究:以支付增值产品余额宝为例[J].管理评论,2016,28(6):229-240.[6]YANG Q,PANG C,LIU L,et al.Exploring consumer perceived risk and trust for online payments:An em-pirical study in China′s Younger Generation[J].Computers in Human Behavior,2015,50（C):9-24.[7]丛丹阳.社区配送不同模式的比例配送选择研究[D].北京:北京交通大学,2018．
相似文献/References:
[1]张艳荣１,孙家媛１,孟令跃,等.黑龙江省电子商务模式下生鲜农产品质量安全三方监管博弈问题分析[J].北方园艺,2020,44(10):145.[doi:10.11937/bfyy.20193761]
ZHANG Yanrong,SUN Jiayuan,MENG Lingyue,et al.Analysis on the Trilateral Supervision Game of Quality and Safety of Fresh Agricultural Products Under Electronic Commerce Mode in Heilongjiang Province[J].Northern Horticulture,2020,44(22):145.[doi:10.11937/bfyy.20193761]
备注/Memo
第一作者简介：李磊（1996-）,女，硕士研究生，研究方向为国际商务。E-mail:leeknowing@163.com.责任作者：桂琳（1978-），女，博士，教授，现主要从事土地管理与农产品市场营销及物流等研究工作。E-mail:guilin9089@sina.com.基金项目：2021年北京农学院学位与研究生教育改革与发展资助项目（2136016010/011）。收稿日期：2021-05-21