Influential Factors Of Consumer Satisfaction Of Agricultural Products Online Purchase

In recent years,with the rapid development of network technology and economy,the Internet has become an inseparable and important part of China.Online purchase of various kinds of household goods has become a fashion in today's society,consumer's enthusiasm for shopping has been growing,in this context,the purchase of characteristic agricultural products online is gradually into the lives of ordinary consumers.Because of agricultural products' typical characteristic,consumer complaints about their purchasing services are constantly emerging,reducing the enthusiasm of customers.Therefore,how to improve the customer satisfaction of specialty agricultural products online becomes one of the key factors in the competition of e-commerce enterprises,and it is also an important premise for the establishment,maintenance and development of long-term relationship between specialty agricultural products and customers.Based on the current research,this paper,based on the research on the online customer satisfaction of specialty agricultural products,constructs a conceptual model for the online customer satisfaction research of specialty agricultural products by combining the experience of the online market of specialty agricultural products with the theory of customer satisfaction,service quality and perceived value.Design survey scale from product quality,brand utility,platform service and logistics quality.Based on the reliability and validity test of the scale,the structural equation model is used to verify the research hypothesis among the variables.The effects of the variables assumed in this study are verified,that is,the quality of products,brand effect,platform service and logistics quality in the online purchase of characteristic agricultural products all have positive effects on customer satisfaction.This paper analyzes the factors that have significant positive influence on customer satisfaction and the degree of influence,and provides effective suggestions for improving customer satisfaction of specialty agricultural products and realizing the win-win of increasing sales of specialty agricultural products and platform.The main conclusions of this paper are as follows:(1)For Tai On Cherry,more customers are concerned about the stem.Whether it is a special fruit,a primary fruit or a secondary fruit,the requirement for the stem is complete and fresh.From the integrity of the fruit stem,more can reflect the freshness of the cherry.In terms of weight,it is also a concern for many online customers,who want to buy more so-called "big" cherries.Fruits are clean,non-abrasive,rust-free and sunburned,as well as the correct shape of the fruit,the proportion of malformed fruit is also a factor for marketing online consumers.(2)The path coefficient of the popularity and the specification of the logo is not very different,and the path coefficient of the advertising effect is 0.419.This shows that consumers value the standard and understanding of agricultural products,and pay a little less attention to the publicity of agricultural products,which reflects the rationality of the consumers.(3)The platform pricing,after-sales service and true reliability are the most influential indicators of the platform's service,indicating that customers who buy specialty agricultural products online expect the price to be right.The after-sales service of fresh agricultural products,such as food methods,storage temperature,and even compensation,and whether there are false or exaggerated publicity,are very important.For the current online purchase of universal payment methods,such as pay treasure,WeChat transfer or red envelope,silver couplet card,because of the other online purchase products are not different from the consumer attention.(4)The path coefficients of refrigerated transportation,vehicle hygiene,anti-drench measures,damage compensation and timely distribution are relatively large.Delivery timeliness is the highest,indicating that for the big cherry type of fresh products,consumers expect to receive products as soon as possible,is also worried about the distribution cycle is too long,leading to spoilage.More survey object value received express delivery protection,so the path coefficient of anti-rain measures is also higher.