O2O模式下生鲜农产品消费者满意度测评与提升实证分析

EMPITICAL STUDY ON THE INFLUENCING FACTORS OF FRESH AGRICULTURAL PRODUCT E COMMERCE CONSUMER SATISFACTION UNDER THE O2O MODEL

关键词:  生鲜农产品生鲜农产品电商O2O消费者满意度影响因素

Key words:  fresh produce  fresh produce e commerce  O2O  consumer satisfaction  influencing factor

摘要:

［目的］通过向有过O2O模式下生鲜农产品电商购物经历的消费者发放问卷并分析个体特征，运用主成份分析法，探究O2O模式下生鲜农产品消费者购物满意度的影响因素及影响作用。［方法］通过在多个线上网络社交平台以及线下生鲜农产品电商实体门店，向有过O2O模式生鲜农产品电商购物经历的消费者发放调查问卷，通过索取样本数据，分析研究O2O模式下购买生鲜农产品的消费者的个体特征，并通过相关性来分析消费者购物满意度的影响因素之间的关系。［结果］生鲜农产品质量、销售价格、商家的物流配送、消费者使用的支付方式、商家的售后服务、商家的网页设计，均对提升消费者线上线下购买生鲜农产品的满意度有正向的影响。［结论］（1）商家应严格把控生鲜农产品质量，保持线上线下的生鲜农产品品质一致性。（2）商家定价应遵循多样定价、合理定价。（3）商家应做好线上的网页设计，维护好线上的网站质量，同时商家应合理进行产品宣传，消除信息误解。（4）商家应提升自己的服务，提供符合消费者购物习惯的支付方式。（5）进一步完善商家的物流配送能力，建立更全面的配送网络，倡导及时、高效配送，提升配送人员素质，提供更优质的配送服务。（6）保障消费者权益并完善商家的售后服务，线下可提供体验性服务满足消费者个性化的消费需求。

Abstract:

Through the analysis of individual characteristics by sending questionnaires to consumers who have experienced e commerce shopping of fresh agricultural products in the O2O model, and using principal component analysis, this research aims to explore the influencing factors and effects of consumer shopping satisfaction under the O2O model. Through a number of online social platforms, as well as offline e commerce stores of fresh agricultural products, questionnaires were sent to consumers with e commerce experience of fresh agricultural products in the O2O model, and got the sample data, the personal characteristics of consumers who buy fresh agricultural products under O2O mode were analyzed, and the relationship between the influencing factors of consumer shopping satisfaction was analyzed through correlation analysis. The results showed that the quality of fresh agricultural products, sales prices, payment methods used by consumers， logistics and distribution of businesses, after sales service of businesses, business web design, all had a positive impact on improving the satisfaction of consumers to buy fresh agricultural products online and offline. In summary, we should do the following works to satisfy consumers. (1) Businesses should strictly control the quality of fresh agricultural products, and maintain consistency between online and offline product quality. (2) The commodity prices should have a variety of reasonable pricing. (3) Businesses should do a good job in designing online web pages and maintaining the quality of online stations. The merchants should carry on the product propaganda reasonably to eliminate the information misunderstanding. (4) The merchant enhances own service to provide the payment method which conforms to the consumer shopping habit. (5) Further consummate the merchant′s logistics distribution ability, establish the more comprehensive distribution network, timely distribution efficient distribution, trains the distribution personnel quality to provide the higher quality distribution service. (6) Guarantee the consumer rights and interests, consummate the merchant′s after sales service and provide experiential services to meet the personalized consumer needs of consumers offline.