摘要
摘要
推进信息技术与农业产业融合发展，开拓农产品互联网营销渠道，对改善信息不对
称导致的结构性供需失衡问题，提高农业产业经营收入具有积极的社会效益，是推进乡
村振兴进程的重要步骤。鉴于生鲜农产品对存储和运输条件的特殊要求，传统离线渠道
仍为主要流通渠道，生鲜电商市场还有较大扩张潜力。拉动内需，提振消费是刺激产业
发展，促进国内大循环，构建新发展格局的重要手段。因此，探究消费者对多元化生鲜
农产品销售渠道的选择意愿，分析向移动互联网渠道购买生鲜农产品进行迁徙的内在机
理，有助于为经营主体把握消费者行为机理，完善多渠道营销策略提供理论基础，为优
化互联网信息技术与农业产业融合发展的层顶设计，促进农业现代化转型提供决策参考。
现有研究中，学者们主要围绕政府、互联网运营企业、农业生产经营主体，探究完
善农产品线上营销体系的策略，也有学者聚焦消费者行为意愿，探究消费者对单一离线、
在线渠道选择意愿的内在机制，少部分研究涉及两渠道间转换行为。现有研究有着重要
的指导和借鉴意义，但较少有将线上或线下渠道进行细分，研究情景较为单一，且鲜有
学者探究考虑居住地异质性的消费者渠道选择意愿。文章在已有成果基础上，考虑产品
品类的干扰作用，以生鲜水果为研究标的物，基于推力-拉力-锚定模型，结合消费者自
身各因素、产品多方面因素、渠道特征因素构建理论模型，构建 PLS结构方程模型，验
证多种因素如何作用于消费者渠道迁徙意愿，考虑消费者居住地异质性，深入探究城镇
消费者和农村消费者从多种离线销售店铺，迁徙向移动互联网渠道销售店铺的意愿。
实证分析结果表明：消费者从超市销售店铺迁徙向移动互联网渠道销售店铺，受到
产品特征差距和感知风险差距形成推力因素，感知信任差距和感知易用性差距两个一阶
潜变量形成拉力因素的积极作用，超市店铺感知社会影响形成锚定因素的负向作用，锚
定因素负面调节拉力因素的作用程度；城镇消费者样本，产品特征差距没有显著形成推
力因素，媒体丰富度差距和感知有用性差距没有显著形成拉力因素，农村消费者样本，
感知成本不显著形成锚定因素。消费者从农贸市场销售店铺迁徙向移动互联网渠道销售
店铺，受到产品特征差距和感知风险差距形成推力因素，媒体丰富度差距、感知有用性
差距、感知信任差距、感知易用性差距四个一阶潜变量形成拉力因素的正向作用，农贸
市场感知社会影响、感知成本差距两个一阶潜变量形成锚定因素的负向作用，锚定因素
负面调节拉力因素的作用程度；城镇消费者感知成本差距没有显著形成锚定因素。
文章提出对策建议：经营主体顺应市场周期，发展多渠道营销模式，创新渠道经营
策略，提高产业经营效益。一要规范经营行为，提高消费者感知信任；二要整合线上线
下营销资源，扩大经营优势，提高市场占有率；三要创新经营策略，优化售后服务体系，
提高消费者粘性。政府部门完善监管与治理体系，促进生鲜农产品多渠道销售市场良性
运转。一要促进互联网和农业融合发展，坚持发展线上渠道新型营销模式，鼓励农村地
区加快建设生鲜农产品仓储运输设施，推进源头生鲜农产品入城跨省；二要加大监管与
治理力度，提高消费者菜篮子信心，为推进生鲜农产品零售市场长足发展提供制度保障。
关键词：渠道迁徙意愿；移动互联网渠道；生鲜电商；推力-拉力-锚定模型
II
Abstract
Abstract
Promoting the integrated developmentof information technology and theagricultural
industry, and opening up Internet sales channels for agricultural products, have positive social
benefits for improving the circulation efficiency, improving the structural supply and demand
imbalance caused by information asymmetry, and increasing the operating income of the
agricultural industry， is an important step to realizethe transformation of agricultural
modernization. The e-commerce market of fresh agricultural products is developing rapidly, but
in viewof the specialrequirements for storage andtransportation conditions offresh
agricultural products, traditional offline channels are still the main sales channels, the e-
commerce market of fresh agricultural products has strong expansion potential. Stimulating
domestic demand and boosting consumption is an important means to stimulate industrial
development, promote the domestic economic cycle, and build a new development pattern.
Therefore, exploring consumers' willingness to choose diversified fresh agricultural product
sales channels and analyzing the internal mechanism of consumers' migration to mobile Internet
channels to purchase fresh agricultural products will help business entities grasp the consumer
behavior mechanism and improve the influence of multiple channels. It provides a theoretical
basis for improving industrial operating income, and provides decision-making reference for
optimizing thetop-level designof theintegrated developmentof Internetinformation
technology andagricultural industry,and promotingthetransformation ofagricultural
modernization.
By combing the existing research, scholars mainly focus on the government, Internet
operating enterprises and agricultural production and operation entities to explore the strategies
to improve the online marketing system of agricultural products. Some scholars also focus on
consumer behavior and explore the internal mechanism of consumers' willingness to choose
online or offline channels. A few studies involve consumers' switching behavior between the
two channels, combined with consumer factors or product factors, explore the impact on
consumers' channel choice intention. The existing research has important guiding and reference
significance for the construction of the research framework and the development of research
work, but few studies consider the subdivision of online or offline channels, the research
scenario is relatively single, and few scholars explore the behavior mechanism of consumer
channel choice intention considering the heterogeneity of residence.
Considering the interference of product categories, this paper takes fresh fruit as the research
object, and builds a theoretical model based on the Push-Pull-Mooring Theory, combining
consumer personal factors, channel product characteristic factors, and channel characteristic
factors, and constructs a partial least squares method, Based on the structural equation model
of the path, the influence of various factors on the willingness of consumers to migrate through
IV
Abstract
channels is verified. Taking into account the heterogeneity of consumers' residence, the article
deeply explores the transition of urban consumers and rural consumers` willingness to migrate
from supermarkets and farmers markets to mobile Internet. The empirical analysis results show
that consumers' willingness to buy fresh fruit from supermarkets to migrate to mobile Internet
channels is positively affected by push factors and pull factors, and negatively affected by
anchoring factors. Mooring factor plays an important role in the action path of pull factor.
Moderating channels, product feature gap and perceived risk gap constitute the push factor,
perceived trust gap and perceived ease of use gap constitute the pull factor, perceived social
impact constitutes the mooring factor, and the mooring factor negatively regulates the impact
path of the pull factor; urban consumer sample In the sample of rural consumers, the gap in
perceived usefulness and media richness does not constitute a pull factor, and the perceived cost
does not constitute a significant factor. mooring factor. The willingness of consumers to buy
fresh fruits from the farmers market to the mobile Internet channel is positively affected by the
push factor and the pull factor, and negatively affected by the anchoring factor. The mooring
factor plays a role in regulating the action path of the pull factor. Channel product feature gap
and perceived risk gap constitute push factor, media richness gap, perceived usefulness gap,
perceived ease of use gap, perceived trust gap constitute pull factor, perceived social impact,
perceived cost gap constitute mooring factor; urban consumer sample , the perceived cost gap
does not constitute a mooring factor.
Combined with the results of empirical analysis, countermeasures and suggestions are put
forward: the main body of operation should follow t