消费者水产品网购意愿影响因素研究OA

This study utilizes questionnaire survey data to construct a structural equation model with platform type as a moderating variable,investigating factors influencing consumers'online purchasing intention for aquatic products.Results indicate that perceived usefulness and perceived ease of use significantly affect behavioral attitudes during online purchases.External environment and interpersonal relationships substantially influence subjective norms.Product cognition,channel advantages,and information quality significantly impact perceived behavioral control.Behavioral attitudes,subjective norms,and perceived behavioral control collectively demonstrate significant effects on consumers'online purchasing intention for aquatic products.The paper proposes targeted recommendations from the perspectives of aquatic product enterprises,e-commerce platforms,and government authorities to enhance online purchasing willingness for aquatic products.