Research On The Influence Of Fresh E-commerce Sites Perceived Service Quality On Brand Image Of Agricultural Products

The fresh produce e-commerce market is in a period of rapid development currently in China.According to the data show that the overall market size is expected to reach 150 billion RMB in 2017,facing the 100 billion level of rigid market demand,the current fresh produce e-commerce penetration is far from enough.With the improvement of living standards,consumers online purchase of fresh agricultural products with the growing awareness of safety,the quality of agricultural products is getting higher and higher.Relevant data show that the brand endorsement of fresh agricultural products can quickly win the favor of consumers,brand merchandise online sales accounted for significantly increased.Internet age,consumer spending habits have undergone significant changes,more and more consumers are accustomed to shopping online.In the process of online shopping,consumer perception of the quality of service will not only affect the purchase of consumers decision-making,but also on the fresh agricultural brand image evaluation have a certain impact.Therefore,the impact of perceived service quality on the brand image of agricultural products is of great significance.This paper summarizes the research results of different scholars in perceived service quality,brand image,word of mouth and brand extension,and divides the perceived quality of service into ease of use,responsiveness,fulfillment,empathy The image of the agricultural product is divided into three dimensions,including the corporate image,the product image and the consumer image.In the research model,the word of mouth of the agricultural product and the brand extension are studied as the mediator variable.Based on the mature model and the integration of a large number of literatures,the theoretical model of the influence of the perceived service quality on the brand image of agricultural products was determined.The data were collected through the questionnaire,and with the help of SPSS20.0 software,Regression analysis of statistical methods to test the model hypothesis,the following conclusions:1.The impact of fresh health on the brand image of agricultural products,the most significant impact;2.The ease of use and responsiveness of the website are of great influence on the spread of word of mouth;3.Word of mouth spread on the image of agricultural products in the image of a greater impact;4.The impact of the response to the brand of agricultural products is most significant;5.The extension of agricultural products brand image of agricultural products in the image and corporate image at the same time have a greater impact.Finally,according to the conclusion of this paper,it provides a new way of thinking and guiding methods for enterprises to establish a good brand image,maintain relations with consumers and formulate marketing strategies.At the same time,it also provides enterprises to improve the brand image of fresh agricultural products and the corresponding management recommendations.