| Along with the advance of living standard and the continuous development of science and technology,the network effects on style of people life has all aspects involved,and because in recent years,with the accelerating pace of life and the improvement of the mobile payment,online to buy fresh products the way of recognition.there are more and more enterprise specializes in fresh O2 O,how to enhance the user viscosity is the enterprise to consider.what is in academia influence use O2 O mode to buy fresh products the influence factors of customer satisfaction is a hot spot of research.so this paper predecessors in e-commerce shopping customer satisfaction research results,combined with the fresh product characteristics,based on the technology acceptance model to build a new satisfaction influencing factors model,establish a new index system to evaluate customer satisfaction is of great importance.In this paper,through research and analysis of the classic study of customer satisfaction model and technology acceptance model,selected the perceived usefulness?perceived ease of use?perceived quality?site quality?perceived risk and after-sales service as the influence factor of influence satisfaction variables,and select a perceived value as the intermediary variable.To build a new community fresh O2 O pattern factors affecting customer satisfaction model.With the method of questionnaire to collect data,using the structural equation to the fit of the model and path test,finally through empirical test proof:Set by this paper,including the perceived usefulness? perceived ease of use?perceived quality and site quality? after-sales service,including five front variable for fresh O2 O e-commerce have positive positive influence on customer satisfaction,and perceived risk on the impact of satisfaction as expected the negative impact is obvious,perceived value in addition to assuming front variable of the intermediary role also direct positive positive influence on satisfaction. |
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