信息工程与人工智能学院知识库

    随着科学技术的不断进步，网购的方式也变得越来越多样，从最初的网页购买到手机APP购买，现在出现一种新颖的方式，即通过微信小程序电商平台购买。到目前为止，微信小程序电商平台发展迅速，年交易额逐年增长，为实体经济做出重要贡献，体现了微信小程序电商平台发展的巨大潜力。同时，电子商务的快速发展推动了农产品销售模式的转变。传统的农产品销售模式往往受到时间、地点和销售渠道的限制，利用微信小程序可以让农产品销售突破这些限制，面向全国市场，为农业电商带来了新的机遇，然而微信小程序类农产品电商平台存在质量良莠不齐以及用户留存率低的问题。因此，对微信小程序类农产品电商平台持续购买意愿形成的主要因素进行深入分析，提出针对性的策略，对企业和平台健康发展具有重要意义。
    本研究首先基于相关研究和理论提出假设，构建微信小程序类农产品电商平台用户持续购买意愿影响因素模型，随后通过对小程序电商平台用户进行在线问卷调查获取数据，运用结构方程模型方法验证文章假设，最后综合以上分析，基于商家和企业视角提出微信小程序类农产品电商平台发展的策略和建议，为平台健康发展提供了理论支撑和现实指导。具体研究过程和结论如下:
    （1）依据已有研究和技术接受模型、创新扩散理论、期望确认理论确定研究变量并提出研究假设，用一阶构念感知有用性、感知易用性、信息质量衡量二阶构念平台质量，用一阶构念物流服务、退换货政策、客户服务、服务安全衡量二阶构念服务质量，构建平台质量、服务质量、相对优势、感知风险和满意度间的直接关系，还包括满意度、主观规范与用户持续购买意愿间的直接关系，最终形成研究的初始模型。
    （2）通过对微信小程序类农产品电商平台用户调研，共收集到有效问卷352份，选用Smart PLS 4.0为分析工具，运用结构方程模型验证各构念之间的关系，然后深入分析和讨论影响消费者持续购买意愿形成的因素。研究发现，感知有用性、感知易用性、信息质量对平台质量有很好的解释力，其中感知易用性的解释力最高；物流服务、退换货政策、客户服务、服务安全对服务质量有很好的解释力，其中物流服务的解释力最强；平台质量、服务质量、相对优势都对满意度有显著正向的影响，而感知风险对满意度有显著负向的影响，影响程度大小依次是平台质量、服务质量、感知风险、相对优势；满意度和主观规范对持续购买意愿都有显著正向的影响，满意度的影响程度高于主观规范。 
    （3）综合以上研究，为促进微信小程序类农产品电商平台发展，可以从以下方面着手完善：提高平台质量，增强平台吸引力；提高服务质量，增强用户感知；丰富营销方法，提升平台吸引力；降低使用门槛，拓宽网民边界。
 

    With the continuous progress of science and technology, the ways of online shopping have become more and more diverse, from the initial web purchase to the mobile APP purchase, and now there is a novel way, that is, through the WeChat mini program e-commerce platform purchase. So far, the WeChat small program e-commerce platform has developed rapidly, and the annual transaction volume has increased year by year, making an important contribution to the real economy, reflecting the huge potential of the development of the WeChat small program e-commerce platform. At the same time, the rapid development of e-commerce has promoted the transformation of the sales model of agricultural products. The traditional agricultural product sales model is often limited by time, place and sales channels. The use of WeChat mini program can make agricultural product sales break through these restrictions and face the national market, bringing new opportunities for agricultural e-commerce. However, WeChat mini program agricultural product e-commerce platform has problems of uneven quality and low user retention rate. Therefore, it is of great significance for the healthy development of enterprises and platforms to conduct an in-depth analysis on the main factors of the formation of the continuous purchase intention of WeChat mini program agricultural products e-commerce platform and propose targeted strategies.
    Based on relevant research and theories, this study first proposed hypotheses and built a model of factors affecting the continuous purchase intention of users of WeChat mini program agricultural products e-commerce platform. Then, data were obtained through online questionnaire survey of users of mini program e-commerce platform, and structural equation model method was used to verify the hypotheses. Finally, based on the above analysis, Strategies and suggestions for the development of WeChat mini program agricultural products e-commerce platform are proposed based on the perspective of merchants and enterprises, providing theoretical support and practical guidance for the healthy development of the platform. The specific research process and conclusions are as follows:
    (1) According to the existing research and technology acceptance model, innovation diffusion theory and expectation confirmation theory, the research variables are determined and the research hypothesis is proposed. The perceived usefulness, perceived ease of use and information quality of first-order constructs are used to measure the quality of second-order constructs; the service quality of second-order constructs is measured by first-order constructs logistics service, return and exchange policy, customer service and service security. The direct relationship between platform quality, service quality, relative advantage, perceived risk and satisfaction, as well as the direct relationship between satisfaction, subjective norms and users' continuous purchase intention, was constructed, and the initial model of the study was finally formed.
    (2) Through the investigation of users of WeChat mini program agricultural products e-commerce platform, a total of 352 valid questionnaires were collected. Smart PLS 4.0 was selected as the analysis tool, and structural equation model was used to verify the relationship between various constructs, so as to conduct in-depth analysis and discussion on the factors influencing the formation of continuous purchase intention of WeChat mini program agricultural products e-commerce platform. It is found that perceived usefulness, perceived ease of use and information quality have good explanatory power to platform quality, and perceived ease of use has the highest explanatory power. Logistics service, return and exchange policy, customer service and service security have good explanatory power to service quality, and logistics service has the strongest explanatory power; Platform quality, service quality and relative advantage all have a significant positive impact on satisfaction, while perceived risk has a significant negative impact on satisfaction, and the degree of impact is in order of platform quality, service quality, perceived risk and relative advantage. Both satisfaction and subjective norm have significant positive influence on continuous purchase intention, and the degree of influence of satisfaction is higher than that of subjective norm.
    (3) Based on the above research, in order to promote the development of WeChat mini program agricultural products e-commerce platform, we can improve the platform from the following aspects: improve the platform quality and enhance the platform attractiveness; Improve service quality and enhance user perception; Enrich marketing methods to enhance platform attractiveness; Lower the threshold for use and broaden the boundaries of Internet users.