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结合社会热点,为了更好了解网购发展现状与城乡差异,以永宁镇为样本,运用技术接受模型和相关性分析探究农村居民网上购物消费行为的影响因素,结合物流网点与政府所反映的情况,分析得出结论,包括积极影响和一些亟待解决的问题,并且针对这些问题探讨解决的现实路径,学生的视角,以专业知识研究影响因素,并给出相关建议与对策。
In order to get a better understanding of the current situation of online shopping development and the differences between urban and rural areas, taking Yongning Town as a sample, this paper uses the technology acceptance model and the correlation analysis to explore the influencing factors of rural residents’ online shopping consumption behavior. Combining the distribution network with the government, The analysis concludes, including the positive influence and some problems to be solved urgently, and probes into these problems to solve the realistic path, the students’ perspectives, studies the influencing factors with the professional knowledge, and gives the related suggestion and the countermeasure.