The Research On Influencing Factors Of Fresh Agricultural Products Online Shopping

With the rapid development of the e-commerce,traditional sales rely on the product line is constantly shifting to online,more and more enterprises to join the electronic commerce,and the fresh agricultural products enterprises which are the “ blue ocean ” are no exception.Because of the particularity of fresh agricultural products,the complaint of online shopping service quality frequently happen,which reduces the consumer’s participation enthusiasm greatly.Therefore,how to improve the electronic service quality of fresh agricultural products,so as to improve customer satisfaction,and to form an effective and loyal customer base has become the focus of attention at home and abroad.The service quality of fresh agricultural products in China Online shopping will be the research object.Based on previous research,the conceptual model of quality research that is suitable for the service quality of fresh agricultural products Online shopping is constructed combined with customer satisfaction,service quality, perceived value theory and the investigation and analysis of fresh agricultural products Online shopping.The questionnaire will be designed based on the development status and characteristics of fresh agricultural products online shopping.There are 500 Internet users who have online shopping experience of fresh agricultural products being the research object,and the NO. of recycling valid questionnaires are 458.then i use SPSS21.0 to carry out the reliability and validity analysis of the questionnaire data,and use the AMOS17.0 to calculate the structural equation model and test the proposed hypothesis.Finally,draws the following conclusions:(1)Logistic quality,informational quality and communicative quality significantly affect perceptive value,except for platform quality.And logistic quality is the most intense;(2)the perceived value play a role of mediator in the relationship between Logistic quality,informational quality,communicative quality and customer satisfaction,customer loyalty;(3) customer satisfaction is the most direct Influencing factors to form customer loyalty.