Study on the Factors of Online Shopping Intention for Fresh Agricultural Products Based on UTAUT2

摘要：

　　To analyze the factors influencing online shopping intention for fresh agricultural products,this paper constructs a research model based on UTAUT2.Data obtained from questionnaires are processed using structural equation model.The results show that performance expectancy,effort expectancy,hedonic motivation,facilitating conditions have positive impacts on the online shopping intention for fresh agricultural products,gender has a significant influence on the measuring model,while neither experience nor personal innovativeness has influence on the measuring model.

关键词： fresh agricultural products UTAUT2 online shopping intention

作者: Liping An Yaqi Han Lingyun Tong

作者单位: School of Business, Nankai University, China School of Economics and Management, Hebei University of Technology, China

会议类型: 国际会议

会议名称: 2016 2nd International Conference on Mechanical, Electronic and Information Technology Engineering(2016机械、电子和信息技术国际会议)

会议地点: 重庆

会议语种:英文

页码: 303-306

在线出版日期: 2016-03-21（万方平台首次上网日期，不代表论文的发表时间）