Research On Consumer Vegetable Circulation Terminal Choice Behavior

Based on the theory of planned behavior,the theory of perceived risk and the theory of store image,this study constructed the theoretical model of consumer vegetable circulation terminal choice behavior,verified the research hypotheses of consumer entity vegetable circulation terminal choice behavior and network vegetable circulation terminal choice behavior respectively,and analyzed the differences between them.The results show that:1.Analysis results of consumer entity vegetable circulation terminal choice behavior: First,subjective norms and terminal images have a significant positive impact on consumers’ willingness to choose entity vegetable circulation terminals,while attitude,perceived behavior control and perceived risk have no significant impact on consumers’ willingness to choose entity vegetable circulation terminals.Second,the terminal image and willingness to choose have a significant positive impact on the consumer entity vegetable circulation terminal choice behavior,while attitude and perceived risk have no significant impact on the consumer entity vegetable circulation terminal choice behavior.Thirdly,from the analysis of mediating effect,the mediating effect of choice intention between terminal image and choice behavior is established.2.Analysis results of consumer network vegetable circulation terminal choice behavior: First,perceived risk has a significant negative impact on consumers’ attitude towards vegetable circulation terminal choice on the Internet.Second,attitude,perceived risk and terminal image have a significant impact on consumers’ willingness to choose network vegetable circulation terminals,while subjective norms and perceived behavior control have no significant impact on consumers’ willingness to choose network vegetable circulation terminals.Thirdly,perceived risk,terminal image and choice intention have significant influence on consumers’ network vegetable circulation terminal choice behavior,while attitude has no significant influence on consumers’ network vegetable circulation terminal choice behavior.Fourthly,from the analysis results of mediating effect,attitude plays a completely mediating role between perceived risk and willingness to choose.Negative choice intention plays a completely mediating role between attitude and consumer choice behavior.Willingness to choose plays a completely mediating role between terminal image and consumer behavior.The choice intention has a partial mediating effect between perceived risk and consumer choice behavior.3.Analysis results of the difference between the choice behavior of consumer entity vegetable circulation terminal and that of network vegetable circulation terminal: First,the perceived risk has a significant difference in the impact on the attitudes of consumers’ entity vegetable circulation terminal and consumers’ network vegetable circulation terminal,and the negative impact of perceived risk on the attitudes of consumers’ network vegetable circulation terminal is greater than the negative impact on the attitudes of consumers’ entity vegetable circulation terminal.Second,attitude and perceived risk entity vegetables circulation terminal to consumer choice intention and the choice of consumer network vegetables circulation terminal intend to have significant difference,the influence of the subjective norm,perceived behavioral control,the terminal image entity vegetables circulation terminal to consumer choice intention and consumer network vegetables circulation terminal choice will not have significant difference;Third,perceived risk,terminal image,intend to consumer entity vegetables circulation terminal choice behavior and the influence of network vegetables circulation terminal consumer choice behavior have significant difference,but attitude entity vegetables circulation terminal to consumer choice behavior and the influence of network vegetables circulation terminal consumer choice behavior have no significant difference.Based on the research of the vegetable circulation terminal consumer choice behavior,based on the consumer entity vegetables circulation terminal and the network distribution terminal choice behavior differences,research from the entity vegetables circulation,terminals,terminal network vegetables circulation,circulation terminal system construction three aspects put forward the countermeasures and suggestions.The innovation of this research is mainly reflected in two aspects:First,this research constructs the consumer entity and network vegetable circulation terminal choice behavior theoretical model.On the basis of store image,the concept of terminal image is introduced to discuss the influence of terminal image on consumers’ choice intention and choice behavior.And through the comparative study of consumer entity and network vegetable circulation terminal choice behavior,found that consumer entity and network vegetable circulation terminal choice behavior has some fundamental differences.Second,through to the entity and network vegetables circulation terminal consumer choice behavior respectively through the empirical analysis,it is concluded that the terminal image and choice intention entities and network vegetables circulation terminal to consumer choice behavior have a significant impact,but the perceived risk entity vegetables circulation terminal to consumer choice behavior has no significant effect,but vegetable circulation network terminal to consumer choice behavior has significant impact.These research results are helpful to the development of entity and network vegetable circulation terminal enterprises and the improvement of vegetable circulation system.