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在电子商务环境下,根据消费者在企业网站上具有的购买经验的不同,影响他们食品购买意愿的主要因素也应有所不同。因此研究首先从具有不同购买经验的消费者的角度分析了在电子商务环境下影响消费者食品购买意愿的主要因素。消费者无在企业网站上购买食品的任何经验时,感知风险是影响消费者的食品购买意愿的主要的因素。消费者已有在企业网站上购买食品的经验时,感知价值和满意才是影响消费者的食品购买意愿的主要的因素。最后根据影响消费者食品购买意愿的主要因素的分析,针对在企业网站上具有不同购买经验的消费者提出了不同的营销建议。
In an e-commerce environment, the main factors that influence the willingness of consumers to buy their food should also vary, depending on the consumer’s buying experience on the corporate website. Therefore, the research firstly analyzes the main factors that affect consumers’willingness to buy food in the environment of e-commerce from the perspective of consumers with different purchasing experiences. When consumers have no experience in buying food on a corporate website, perceived risk is a major factor affecting consumers’ willingness to buy food. When consumers have the experience of purchasing food on the corporate website, the perceived value and satisfaction are the main factors that influence consumers’ willingness to purchase food. Finally, according to the analysis of the main factors influencing the willingness of consumers to purchase food, different marketing suggestions are proposed for consumers who have different purchasing experiences on the corporate website.