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后疫情背景下北京市社区生鲜农产品配送模式

Research on the Distribution Mode of Fresh Agricultural Products in Beijing′s Communities Under the Background of Post-epidemic

  • 摘要: 2020年底新型冠状病毒肺炎(COVID-19)的突发不仅对居民的生活造成极大的困扰,也激活了一系列"在线新经济业态模式"的发展,如何在后疫情时代下促进社区生鲜配送模式的发展,对服务首都百姓、提高企业配送效率、建设社区数字化配送模式的发展具有现实意义。因此,结合技术接受理论(TAM)和感知价值接受理论(VAM),引入配送服务信任、感知配送风险两大变量,构建社区生鲜农产品配送选择意愿结构方程模型,将215位北京市社区居民对生鲜配送选择意愿及其影响因素进行实证分析。结果表明:感知服务质量和感知配送风险是社区居民选择配送模式的核心因素;感知配送风险反向影响配送模型选择意愿,感知特性反向影响感知风险性进而提高消费者选择意愿,感知服务信任正向影响社区配送选择意愿。

     

    Abstract: The outbreak of COVID-19 at the end of 2020 not only caused great trouble to the lives of residents, but also activated the development of a series of ‘online new economic business models’,how to promote the development of community fresh food distribution models in the post-epidemic era.It has practical significance for the development of serving the people of the capital, improving the efficiency of enterprise distribution, and building a community digital distribution model.Therefore, combining technology acceptance model(TAM) and value acceptance model(VAM),the two variables of distribution service trust and perceived distribution risk are introduced to construct a structural equation model of community fresh agricultural product distribution choice willingness, and 215 Beijing community residents an empirical analysis is made on the willingness to choose fresh food distribution and its influencing factors.The results showed that perceived service quality and perceived distribution risk are the core factors for community residents to choose adistribution model; perceived distribution risk adversely affects the willingness to choose a distribution model, and perceived characteristics adversely affect perceived risk, thereby increasing consumers′ willingness to choose, and perceived service trust is positive willingness to deliver to the affected communities.

     

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