Research on the influencing factors of agricultural product purchase willingness in social e-commerce situation
, , , y | 22 jul 2022
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Publicado en línea: 22 jul 2022
Páginas: 999 - 1012
DOI: https://doi.org/10.2478/amns.2021.2.00210
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© 2022 Linlin Liu et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Fig. 1
Fig. 2
CFA calculation Results
| Agricultural characteristics (A) | A1 | 0.721 | 0.682 | 0.423 | 0.851 |
| A2 | 0.555 | ||||
| A4 | 0.485 | ||||
| A3 | 0.648 | ||||
| A5 | 0.742 | ||||
| A6 | 0.773 | ||||
| A7 | 0.745 | ||||
| A8 | 0.500 | ||||
| Social trust (B) | B1 | 0.962 | 0.852 | 0.688 | 0.898 |
| B2 | 0.851 | ||||
| B3 | 0.847 | ||||
| B4 | 0.764 | ||||
| Social viscosity (C) | C1 | 0.838 | 0.621 | 0.377 | 0.645 |
| C2 | 0.644 | ||||
| C3 | 0.576 | ||||
| Social support (D) | D1 | 0.961 | 0.734 | 0.577 | 0.803 |
| D2 | 0.767 | ||||
| D3 | 0.777 | ||||
| Social Interaction (E) | E1 | 0.924 | 0.829 | 0.676 | 0.862 |
| E2 | 0.827 | ||||
| E3 | 0.811 | ||||
| Perceived Functional Value (F) | F1 | 0.940 | 0.810 | 0.627 | 0.835 |
| F2 | 0.792 | ||||
| F3 | 0.775 | ||||
| Percepted Hedonic Value (G) | G1 | 0.950 | 0.837 | 0.701 | 0.825 |
| G2 | 0.838 | ||||
| Willingness to Buy (H) | H1 | 0.944 | 0.807 | 0.716 | 0.883 |
| H2 | 0.861 | ||||
| H3 | 0.869 | ||||
Model fitting index and its actual value
| CMIN | 2124.097 |
| 5.819 | |
| GFI | 0.761 |
| RMR | 0.295 |
| NFI | 0.854 |
| CFI | 0.876 |
Assume test results
| H1a: Social trust positively affects the value of consumer perceived function. |
Established |
| H2a: Social viscosity positively affects the value of consumer perception function. |
Established |
| H3a: Social support positively affects the value of consumer perceived function. |
Established |
| H4a: Social interaction positively affects the value of consumer perceived function. |
Established |
| H5a: Characteristics of agricultural products significantly affect the value of perceived function. |
Not true |
| H6a: Consumer perceived functional value positively affects the intention of agricultural products. |
Established |
Final variables and index of the products
| Agricultural | A1 | Fresh quality |
| Products | A2 | The Price |
| Characteristics (A) | A3 | Appearance |
| A4 | Taste | |
| A5 | Place of Origin | |
| A6 | Brand | |
| A7 | Packaging | |
| A8 | Shipping time | |
| Social Trust (B) | B1 | I am more confident in buying the produce recommended by experience. |
| B2 | I believe more in the produce that acquaintances share. | |
| B3 | Their recommended produce is also trustworthy for | |
| B4 | My social networking friends are trustworthy. | |
| Social Viscosity (C) | C1 | My social networking friends are sincere. |
| C2 | My social networking friends are committed. | |
| C3 | I think the products that popular bloggers share are more worth buying. | |
| Social Support (D) | D1 | I often share emotions and care about each other with social networking friends. |
| D2 | When I face difficulties, social networking friends comfort and encourage me. | |
| D3 | When I face difficulties, they help me find reasons and give advice. | |
| Social Interaction (E) | E1 | I share with social networking friends when I buy produce. |
| E2 | When I buy produce, I seek advice from social networking friends. | |
| E3 | I often discuss a certain produce or brand with social networking friends. | |
| Perceived Functional Value (F) | F1 | Social networking platforms can help me get better, cheaper produce. |
| F2 | Social platforms can help me save the time and cost of buying produce. | |
| F3 | Social platforms are informative and easy to get the produce information I want. | |
| Percepted Hedonic Value (G) | G1 | Agricultural products online is fun. |
| G2 | Agricultural products online is enjoyable, enjoyable. | |
| The Will to Purchase (H) | H1 | On social platforms such as WeChat, I understand the agricultural products recommended by friends. |
| H2 | I buy agricultural products recommended by friends. | |
| H3 | I will recommend friends to buy agricultural products online. | |