基于消费者感知的产品道德属性表达研究——以网购农产品为例

›› 2018, Vol. 30 ›› Issue (4): 83-93.

基于消费者感知的产品道德属性表达研究——以网购农产品为例

韩震^1,2, 匡海波^1,2, 武成圆^1,2, 王含含^1,2, 李志轩^1,2

1. 大连海事大学航运经济与管理学院, 大连 116026;
2. 大连海事大学综合交通运输协同创新中心, 大连 116026

收稿日期:2016-06-17 出版日期:2018-04-28 发布日期:2018-04-22
通讯作者: 匡海波(通讯作者),大连海事大学航运经济与管理学院教授,博士生导师,博士
作者简介:韩震,大连海事大学航运经济与管理学院副教授,硕士生导师,博士;武成圆,大连海事大学航运经济与管理学院硕士研究生;王含含,大连海事大学航运经济与管理学院硕士研究生;李志轩,大连海事大学航运经济与管理学院硕士研究生。
基金资助:
国家自然科学基金项目（71672016）；辽宁省高等教育内涵发展专项资金（协同创新中心）资助（20110117302）。

Research on the Expression of Products Ethical Attributes Based on Consumer Perception——In the Case of Online Store's Agricultural Products

Han Zhen^1,2, Kuang Haibo^1,2, Wu Chengyuan^1,2, Wang Hanhan^1,2, Li Zhixuan^1,2

1. School of Shipping Economics and Management, Dalian Maritime University, Dalian 116026;
2. Collaborative Innovation Center for Transport Studies of Dalian Maritime University, Dalian 116026

Received:2016-06-17 Online:2018-04-28 Published:2018-04-22

摘要/Abstract

摘要：

道德属性作为反映企业社会责任的特殊产品属性，对其内涵和表达途径的研究，有助于企业建立基于社会价值认同的新型客户关系。首先，重新界定了道德属性的内涵，在象征性道德属性基础上，提出了以安全性和易用性为特征的功能性道德属性，以及具有中介效用的互动性道德属性。之后，在TAM模型基础上，构建了产品道德属性感知模型（EAPM），并以网购农产品为例进行了实证研究。结果表明，功能性道德属性是信息表达的源头和基础，象征性道德属性对产品实用性价值具有显著的转化作用，二者均对消费者感知状态的形成有显著正向影响。而互动性道德属性在表达过程中的中介效用并不显著，需要企业进行更有针对性的功能开发和创新。

关键词: 网购农产品, 道德属性, 消费者感知

Abstract:

As a special product attribute related to corporate social responsibility, the ethical attributes are driving enterprises to establish a new customer relationship based on the identification of social value through the research on its connotation and expression. First of all, the conception of ethical attributes is redefined. On the basis of Symbolic Ethical Attributes, Functional Ethical Attributes characterized by security and usability and Interactive Ethical Attributes characterized by mediation effect are put forward. Then, based on the TAM model, the Ethical Attributes Perception Model (EAPM) is constructed, and online store's agricultural products are taken as an example to conduct an empirical research. The research shows that the Functional Ethical Attributes are the source and foundation of expression. The Symbolic Ethical Attributes have the significant effect on the practical value of products. And both of them have a significant positive impact on the formation of the consumer perception state. Meanwhile, the mediating effect of the Interactive Ethical Attributes is not significant, and more specific business development and innovation should be carried out.

Key words: online store's agricultural products, ethical attributes, consumer perception

韩震, 匡海波, 武成圆, 王含含, 李志轩. 基于消费者感知的产品道德属性表达研究——以网购农产品为例[J]. , 2018, 30(4): 83-93.

Han Zhen, Kuang Haibo, Wu Chengyuan, Wang Hanhan, Li Zhixuan. Research on the Expression of Products Ethical Attributes Based on Consumer Perception——In the Case of Online Store's Agricultural Products[J]. , 2018, 30(4): 83-93.

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