Study On Network Consumption Intention And Influencing Factors Of Rural Residents In Hainan Province

Internet consumption is a new type of consumption mode,which has the characteristics of low cost,low pollution,high economy,covering years,large audience and so on.With the development of information construction in our country,Network consumption has become one of the daily mainstream consumption channels for urban and rural residents.In recent years,Hainan Province has vigorously implemented the strategic decision of "double innovation" and "Internet",effectively promoting the development of the online consumption market in Hainan.However,the consumption level and total consumption in rural areas are still facing a difficult situation.In addition,the vast majority of the population in Hainan Province is concentrated in rural areas,leading rural residents to consume habits and improving their,willingness to consume on the Internet.Economic development in Hainan rural areas can also deepen the level of information construction in rural areas.In this paper,the concept of network consumption,network consumption will and other concepts are first expounded,and the existing research literature on network consumption at home and abroad is summarized,including consumption characteristics,consumption structure,factors affecting consumption will.At the same time,the theoretical basis of this paper,including the technology acceptance model,the theory of perceived risk,the theory of planned behavior,etc.Secondly,based on the theory of planned behavior.This paper optimizes and modifies the model to determine the influencing factors of rural residents' network consumption willingness in Hainan Province and puts forward the research hypotheses in this paper.The influencing factors include subjective norms,behavior attitude,and so on.The behavior control,consumption environment and other four dimensions have positive influence on the network consumption intention.At the same time,based on the model-based questionnaire design,12 villages in Hainan Province were selected to distribute paper and electronic questionnaires,the total number of valid questionnaires was 313.Using SPSS20.0 and AMOS20.0 to analyze the data collected from the questionnaire,the results show that behavior attitude has the greatest influence on network consumption intention,the influence path coefficient is 0.773,and behavior control has the second effect on network consumption intention.The influence path coefficient is 0.459.The third is the influence of subjective norm on the network consumption intention.However,consumption environment has the least influence on network consumption intention.The influence path coefficient is 0.288,while the difference of individual factors and the basic status of network consumption have little influence on the network consumption willingness of rural residents in Hainan Province.Meanwhile,based on the actual situation of rural residents in Hainan Province and the research results,Consumers themselves put forward three levels of countermeasures to improve the willingness of rural residents to spend on the network,including:the government should strengthen the development of rural logistics,improve the coverage of rural network communication facilities;do a good job of network consumption of supporting services,Carrying out basic training of Rural Informatization;Enterprises should ensure the quality of goods in Rural areas and optimize purchase The process of material consumption;attach importance to the construction of logistics system in rural areas,and get through the last kilometer of commodity distribution;and consumers themselves should actively study common sense of online consumption,enhance cognitive ability,and learn about all kinds of network fraud in time.To protect network funds and information security.