目录
摘要 III
关键词 III
Abstract IV
引言
一、引言 1
二、文献综述 1
（一）消费者支付意愿 1
（二）消费者线上购买行为 3
（三）文献评述 3
三、分析框架与数据来源 4
（一）理论模型 4
（二）数据来源 5
（三）变量设计及说明 6
1. 消费者个人与经济社会特征 7
2. 主观规范 7
3. 态度 7
4. 知觉行为控制 8
5. 投标值与支付意愿 8
（四）描述性统计分析 8
1. 样本特征 8
2. 消费者对可追溯产品的认知情况 9
3. 消费者态度、行为描述性统计 10
4. 消费者对投标值的接受度 11
四、实证结果与分析 11
（一）数据检验 11
（二）模型估计结果 12
（三）消费者在线上和线下渠道对可追溯猪肉的支付意愿对比分析 13
1. 消费者在线上渠道对可追溯猪肉的支付意愿影响因素 13
2. 消费者在线下渠道对可追溯猪肉的支付意愿影响因素 14
3. 消费者在线上和线下渠道的支付意愿对比分析 14
五、研究结论与政策建议 15
（一）结论 15
（二）建议 15
参考文献 15
附录 18
致谢 23
双渠道模式下消费者对可追溯猪肉的支付意愿与购买行为研究——以南京地区为例
摘 要
随着互联网的普及以及第三方物流的发展，线上线下的双渠道经济模式成为企业渠道选择的主要发展趋势，生鲜农产品产业也开始发展电商模式。在线上与线下两种不同渠道，消费者购买生鲜优质产品的支付意愿与购买行为存在一定差异。本文借助双边界二分选择问卷，基于南京市229名消费者数据，调查发现南京消费者在线下渠道对可追溯猪肉的支付意愿显著高于在线上渠道的支付意愿，并且影响消费者在线上线下两种渠道支 *51今日免费论文网|www.51jrft.com +Q: #351916072# 
付意愿的因素也有所差异。家庭月收入以及对可追溯产品了解程度对消费者在线上与线下渠道的支付意愿都有显著正向影响。对食品安全的信任程度以及对线上购物渠道的偏好会正向影响消费者在线上渠道的支付意愿，年龄以及受教育程度会正向影响消费者在线下渠道的支付意愿。
CONSUMERS’ PURCHASING BEHAVIOR AND WILLINGNESS TO PAY FOR TRACEABLE PORK UNDER THE DOUBLECHANNEL SUPPLY CHAIN ——BASED ON THE ANALYSIS OF NANJING SURVEY
ABSTRACT
Along with the popularity of the Internet and the development of thirdparty logistics, the economic model of online and offline has become the main development trend of enterprise channel selection, and the fresh and high quality agricultural products industry has also begun to develop ecommerce models. Facing the double channel model of online and offline, consumers willingness to pay for purchasing fresh products and purchasing behavior is somewhat different. In this paper, a doubleboundary binary selection questionnaire was used to investigate the willingness of 229 consumers in Nanjing to pay for traceable pork in either online or offline channels. The result shows that consumers willingness to pay for traceable pork in offline channels is significantly higher than that in online channels, and the factors that affect consumers willingness to pay online and offline are also different. Monthly household income and knowledge of traceable products have significant positive effects on consumers willingness to pay in both online and offline channels. One’s degree of trust in food safety and his preference for online shopping have a positive impact on his willingness to pay through online channel, while ones age and education level have a positive impact on his willingness to pay through offline channel.

原文链接：http://www.jxszl.com/jmgl/gsgl/605465.html