| In recent years,with the development of Internet and e-commerce,online shopping has become a shopping and lifestyle of consumers becoming more and more important.In the "Internet" policy background,fresh produce is a new development in the field of e-commerce and extended.Due to the current national income continued to increase consumption of urban residents on the one hand upgrade,on the other hand because of the fast pace of city life of leisure time,coupled with the frequent food safety issues,bringing consumers hope can quickly and easily buy from the Internet to the fresh,safe,and affordable fresh produce,fresh business came into being.But despite fresh has good development space and market demand,fresh business development has not been easy,less profitable fresh shangxian currently on the market.Due to the fresh produce perishable,easy to store,short shelf-life and low standardized features,fresh e-commerce supply chain resources integration capability and service level of high demand,has caused the consumer shopping experience there is much room for improvement.And this is our fresh e-commerce market penetration is low,consumer awareness,lack of confidence,low conversion rate and an important reason for problems such as inadequate customer stickiness,eventually affecting the overall effectiveness of thecompany.In the case of fresh business competitive in current cohabitation,whether fresh understanding of customer satisfaction throughout the shopping process,can grasp the influencing factors of customer satisfaction,take effective measures and influence factors of service upgrades,for fresh market competitiveness,sustainable development is essential.Due to fresh e-commerce e-commerce is something new,domestic scholars on fresh business conduct systematic research is not much,mostly in applied research.Only a few scholars to study fresh produce consumer online shopping intention,there is no scholar on consumer online shopping satisfaction after fresh research.In an increasingly competitive business environment,consumer satisfaction is an important guarantee of profit.Research shows that consumer satisfaction,loyalty is likely higher and higher,and once again the loyal consumers will not only buy products or services,and also will recommend to others to form mouth,consumer satisfaction and loyalty is especially important for e-commerce development.It is necessary to build a theoretical model for the fresh e-commerce consumer satisfaction with the systematic study of the influence factors for enterprises to concentrate a superior force,a rational allocation of resources to improve customer satisfaction and improve customer loyalty provides guidance,are the theoretical and practical significance.This study summarizes relevant research results on the basis of defining the concepts of this study involves,by drawing on previous satisfaction study on theoretical model and General online shopping satisfaction evaluation index system,combined with our fresh e-commerce features to determine this fresh e-commerce customer satisfaction study framework and questionnaire design.This research focuses on online shopping experience fresh consumer survey,283 responses sample data obtained through questionnaires,descriptive statistics for data analysis,and structural equation modeling analysis to examine consumer characteristics of online shopping experience fresh,online fresh food habits and factors affecting the satisfaction and concrete paths.This research will net purchases fresh process is divided into before buying,buying and after purchase,according to build fresh factors model of consumer satisfaction,in particular to purchase before buying,expected purchase Web design experience and buying following the logistics and distribution services,product quality and customer service experience.Through structure equation model method for empirical analysis,results showed that:purchased Qian expected on satisfaction degrees negative to effect not significantly;website design,and logistics distribution service,and commodity quality and after-sales service on satisfaction degrees has significantly sex are to effect,on satisfaction degrees of effect degree size followed by for commodity quality,and logistics distribution service,and after-sales service,and website design;satisfaction degrees on loyalty degrees has significantly sex are to effect.Finally,based on the empirical results,live future development from four aspects were put forward recommendations:strictly control the quality of fresh produce,pay attention to the standardization of products,branded;improve service levels by optimizing detail to reduce logistics costs;perfect after-sales service management;site interface and functionality design,simple and easy to operate. |
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