作为电子商务领域的最后一片蓝海，生鲜电商的发展势头不容小觑，2013 年以来，生鲜 电商交易额每年都呈现快速的增长。但是，相比其他类产品，生鲜电商产业的市场渗透率并 不高，绝大部分的生鲜电商企业还处于亏损状态。究其原因，相关研究表明，随着人们对食 品安全与健康问题关注度的不断提高，对消费者而言，网购生鲜农产品相比其他产品具有更 高的感知风险。因此，探讨消费者网购生鲜农产品的感知风险因素，提高消费者网购生鲜农 产品的意愿成为了极具现实意义的研究课题。 本文对生鲜农产品电子商务相关的研究进行了总结，同时对感知风险、消费者信任、消 费者健康意识等理论进行了梳理。在理论研究基础上，结合生鲜农产品的特征，以生鲜果蔬 为例，建立了感知风险对生鲜果蔬网购意愿的影响作用模型。其中，本文将感知风险划分为 经济风险、功能风险、身体风险、心理风险与时间风险五个维度，并以消费者信任为中介变 量，以消费者健康意识为调节变量，据此，提出了本文的研究假设。本文采用问卷调查的方 式，共回收有效问卷 294 份，并利用 SPSS19.0 对问卷进行了信度与效度的检验，使用 AMOS17.0 对研究模型进行了分析，同时采用 SPSS 软件的 PROCESS 程序对消费者信任的中 介作用以及消费者健康意识的调节作用进行了检验。实证研究结果表明：经济风险、功能风 险、身体风险、心理风险、时间风险均显著负向影响消费者信任，消费者信任显著正向影响 生鲜果蔬网购意愿，并且消费者信任在感知风险与生鲜果蔬网购意愿的关系中具有中介作用， 消费者健康意识正向调节功能风险、身体风险与心理风险对网购意愿的负向影响，但在经济 风险、时间风险与网购意愿之间的关系中调节作用不显著。最后，根据研究结论，本文从生 鲜电商企业的角度针对如何降低消费者网购生鲜农产品中的感知风险提出了几点建议。 关键词: 生鲜果蔬，感知风险，消费者信任，消费者健康意识，网购意愿II Abstract As the last blue ocean in the field of e-commerce, the development momentum of fresh e-commerce can not be underestimated. Since 2013, the fresh e-commerce transaction volume has shown rapid growth in every year. However, compared with other types of products, the market penetration rate of fresh e-commerce industry is not high, and most of the fresh e-commerce enterprises are still in a loss state. Relevant research shows that, with the increasing attention to food safety and health issues, online shopping of fresh agricultural products has a higher perceived risk than other products for consumers. Therefore, to explore the perceived risk factors of consumers' online shopping of fresh agricultural products and to improve consumers' willingness to purchase fresh agricultural products online has become a research topic of great practical significance. This paper summarizes the research on e-commerce of fresh agricultural products, and combs the related theories such as perceived risk, consumer trust, consumer health awareness and so on. On the basis of theoretical research, combined with the characteristics of fresh agricultural products and taking fresh fruits and vegetables as an example, the impact model of perceived risk on online shopping intention of fresh fruits and vegetables is established. Among them, perceived risk is divided into five dimensions: economic risk, functional risk, physical risk, psychological risk and time risk. Consumer trust is the mediator variable, consumer health awareness is the moderator variable. Based on this, this paper puts forward the research hypothesis. This paper uses questionnaire survey to collect questionnaires and 294 valid questionnaires were collected. And then this study uses SPSS19.0 to test the reliability and validity of the questionnaire. And the model is analyzed by AMOS17.0. The mediating effect of consumer trust and the moderating effect of consumer health awareness are tested by PROCESS program of SPSS software. The empirical results show that: economic risk, functional risk, physical risk, psychological risk, time risk negatively affect consumer trust and consumer trust has a significant positive impact on online shopping intention of fresh fruits and vegetables. Consumer trust plays a mediating role in the relationship between perceived risk and online shopping intention. Consumer health awareness positively moderates the negative impact of functional risk, physical risk and psychological risk on online shopping intention. However, the moderating role is not significant in the relationship between economic risk, time risk and online shopping intention. Finally, according to the analysisIII conclusion, this paper puts forward some suggestions on how to reduce the perceived risk of consumers' online shopping of fresh agricultural products from the perspective of fresh e-commerce enterprises. Key words: Fresh Fruits and Vegetables, Perceived Risk, Consumer Trust, Consumer Health Awareness, Online Shopping IntentionIV 目录 第一章 绪论............................................................................................................................................................. 1 研究背景.................................................................................................................................................... 1 研究意义.................................................................................................................................................... 2 1.2.1 理论意义......................................................................................................................................... 2 1.2.2 实践意义......................................................................................................................................... 2 研究内容与方法........................................................................................................................................ 3 1.3.1 研究内容.......................................................................................................................................... 3 1.3.2 研究方法.......................................................................................................................................... 4 研究的创新点............................................................................................................................................ 5 第二章 文献综述..................................................................................................................................................... 6 生鲜农产品电子商务研究综述 ................................................................................................................ 6 2.1.1 生鲜农产品的概念与特征 ............................................................................................................. 6 2.1.2 生鲜果蔬的概念与特征 ................................................................................................................. 6 2.1.3 生鲜农产品电子商务的定义 ......................................................................................................... 7 2.1.4 生鲜农产品电子商务相关研究...................................................................................................... 8 感知风险研究综述.................................................................................................................................... 9 2.2.1 感知风险的定义 ............................................................................................................................. 9 2.2.2 感知风险的维度 ........................................................................................................................... 10 2.2.3 感知风险的测量 ........................................................................................................................... 12 信任研究综述.......................................................................................................................................... 13 2.3.1 信任的定义................................................................................................................................... 13 2.3.2 信任的相关研究 ........................................................................................................................... 14 消费者健康意识研究综述 ......................................