CAJ | 학술논문

　　从卖方视角出发，结合376份网络调查数据对影响消费者农产品网购意愿的因素进行实证分析。通过因子分析得出：卖方视角下的农产品网购意愿的影响因素主要由产品满意因子、平台使用和安全因子、物流及价格因子、企业信誉因子、服务质量因子等5个方面构成；通过Logistic分析得出：上述5个因子对消费者的农产品网购意愿都具有显著的正向影响，按影响程度从大到小排序依次为产品满意因子、平台使用和安全因子、物流及价格因子、服务质量因子、企业信誉因子；同时，年轻消费者比中老年消费者具有更高的农产品网购意愿；喜欢网络购物形式的消费者也具有更高的农产品网购意愿。
　　종매방시각출발，결합376빈망락조사수거대영향소비자농산품망구의원적인소진행실증분석。통과인자분석득출：매방시각하적농산품망구의원적영향인소주요유산품만의인자、평태사용화안전인자、물류급개격인자、기업신예인자、복무질량인자등5개방면구성；통과Logistic분석득출：상술5개인자대소비자적농산품망구의원도구유현저적정향영향，안영향정도종대도소배서의차위산품만의인자、평태사용화안전인자、물류급개격인자、복무질량인자、기업신예인자；동시，년경소비자비중노년소비자구유경고적농산품망구의원；희환망락구물형식적소비자야구유경고적농산품망구의원。
Factors influencing customers’online shopping intention of agricultural products were analyzed based on 376 network survey data from the aspect of sellers. It was concluded from the factor analysis that the main factors influencing customers’online shopping intention of agricultural products from the aspect of sellers were as follows: product satisfaction factor, usage and safety factor of the platform; logistics and price factor; corporate reputation factors; service quality factor. It was concluded from the logistics analysis that the 5 factors had a obvious positive impact on the customers’online shopping intention of agricultural products and the contribution from big to small were arranged as follows: product satisfaction factor, usage and safety factor of the platform; logistics and price factor; service quality factor; corporate reputation factors. At the mean time, people who were younger than old ones and people who liked online shopping more were more likely to buy agricultural products online.