消费者生鲜水果线上购买迁徙行为及其影响因素

为探索消费者生鲜水果线上购买迁徙行为的影响因素和机制路径，本研究基于PPM理论，构建结构方程模型分析了消费者生鲜水果线上购买迁徙行为及其影响因素，并运用多群组分析不同消费者行为影响因素的差异性。结果表明：1）价格、信息、服务不满意构成正向影响消费者生鲜水果线上购买迁徙行为的推力因素；感知有用性、搜索、消费体验感构成正向影响迁徙行为的拉力因素；程序转移成本构成负向影响迁徙行为的锚定因素。2）锚定因素负向调节推力因素对迁徙行为的作用效果。3）性别、年龄、学历水平三个人口统计特征在不同假设路径中的影响较为显著。其中女性、30岁及以下、学历水平大专以上的群体更愿意在线上渠道购买生鲜水果。结论丰富了生鲜水果领域消费者迁徙行为的研究成果，并为生鲜电商可持续发展提供了启示。

Consumers’ online fresh fruits purchase migration behaviour and its influencing factors

In order to explore the influencing factors and mechanism path of consumers’ online fresh fruits purchase migration behaviour， this study analyzed consumers’ online fresh fruits purchase migration behaviour and its influencing factors by constructing a structural equation model based on the PPM theory， and used multiple clusters to analyze the variability of the influencing factors of different consumers’ behaviours. The results show that： 1） Price， information and service dissatisfaction constitute push factors positively affect consumers’ online fresh fruits purchase migration behaviour； The perceived usefulness， search and sense of consumption experience constitute pull factors positively affect migration behaviour； The procedural transfer cost constitutes an anchoring factor that negatively affects migration behaviour. 2） Anchoring factors negatively regulate the effect of push factors on migration behaviour. 3） The effects of the three demographic characteristics of gender， age and education level are more significant in different hypothetical paths. Among them， the groups of female， 30 years old and below and education level college or above are more willing to purchase fresh fruits in online channels. The conclusion achieved in this study enriches the research results of consumer migration behaviour in the field of fresh fruits and provides inspiration for the sustainable development of fresh e-commerce.