依恋关系视角下消费者重复网购生鲜水果影响因素分析

Analysis on determinants of consumers’ intention to repeat-purchase fresh fruits online from the perspective of attachment

中文关键词:  网购生鲜  重复购买意愿  依恋  生鲜电商  互惠

英文关键词:online fresh  repeat purchase intention  attachment  fresh e-commerce  reciprocity

中文摘要:

      目的 从依恋关系的视角探讨消费者网购生鲜水果重复购买意愿的形成机制和影响因素。方法 利用互联网平台496份网购生鲜水果的消费者调查数据进行分析和研究。结果 网购生鲜水果的质量安全高、服务好、富含营养会显著正向促进消费者依恋的形成, 其中服务好对于依恋的形成影响最大, 较强的依恋心理显著正向提高重复购买意愿。进一步探究依恋心理与重复购买意愿的关系发现, 消费者互惠动机正向调节依恋与重复购买意愿的关系, 即互惠动机越强的消费者, 依恋越容易转化为重复购买意愿。结论 生鲜电商可以利用优质安全的产品和服务促进消费者的依恋的形成, 进而提升消费者重复购买的意愿。对于重视消费者黏性的生鲜电商有着重要的借鉴意义。

英文摘要:

      Objective To study the formation mechanism and influence factor of consumers’ repeat-purchase intention of fresh fruits online from the perspective of attachment. Methods It was studied by analysis of 496 online fresh fruits consumer survey data on the internet platform. Results The high quality and safety, good service and rich nutrition of fresh fruits online shopping all had a significant positive impact on the formation of consumers' attachment, of which good service had the greatest impact on the formation of attachment, and their strong attachment psychology had a significant positive impact on the repeat-purchase intention. It showed that consumers’ reciprocal motivation positively regulates the relationship between attachment and repeat-purchase intention by further research on the relationship between attachment psychology and repeat-purchase intention. It meaned that consumers with stronger reciprocal motivation are more likely to convert their attachment to repeat-purchase intention. Conclusion Fresh e-commerce can make use of high-quality and safe products and services to promote the formation of consumer attachment, form a stickiness to consumers, and it can facilitate the repeat-buying behavior of consumers and stimulate the development of e-commerce itself.