The Empirical Research On Influencing Factors Of The Customers' Satisfaction Of Fresh Agricultural E-Commerce

In recent years,in the "Internet plus" environment,with the foreign and China's major fresh e-commerce rapid rise and development,as well as the reform of China fresh agricultural products circulation channel,fresh electricity market is called is China electricity supplier market in the next trillion.Fresh agricultural products are daily necessities.Consumers' demand for fresh agricultural products is also increasing.Consumption patterns are constantly changing.The popularity of the mobile client has also promoted the consumer to buy fresh products through the online platform.However,with the continuous development of the network,online shopping as a new type of fresh retail terminal,the factors that affect the satisfaction of consumers are constantly changing,especially the fresh products are a kind of special products.How to let consumers buy your products continuously,is a large number of scholars and The concern of the enterprise.Compared to the traditional purchase channels,online shopping for fresh agricultural products is still strange to consumers,and there are few studies on the influencing factors of consumer satisfaction.At the same time,the competition in the fresh electricity market is very fierce,and the satisfaction of consumers is the premise to ensure the competitiveness of the enterprises.According to the results of the research,the higher the consumer satisfaction is,the higher the possibility of its purchase,and the recommendation of the enterprise to other people to increase the stickiness of the user,and to know the importance of the consumer satisfaction to the fresh enterprises.The main contents of this paper are as follows: first,this paper defines the concept of fresh agricultural products and fresh electricity,and uses the theory of expectation disagreement,customer transfer value theory,transaction cost theory and service quality theory to analyze the business industry of fresh agricultural products in Beijing.Secondly,consumers' shopping experience can be divided into 3 levels: pre purchase,purchase and purchase.From these three aspects,this paper selects five factors that affect consumer satisfaction,such as pre purchase expectation,commodity quality,website operation,logistics distribution and after-sales service,and explain the selection of the index.Thirdly,this paper constructs a structural equation model to detect the accuracy of the index.Finally,a few points are put forward to the future development of the fresh electric business in Beijing according to the research conclusions.Suggestions: pay attention to the safety management and standardization of fresh agricultural products;improve logistics system,improve the quality of logistics service through self built logistics and combination distribution;strengthen after-sales service and customer service quality;optimize web page function and design;strengthen brand marketing of fresh agricultural products.Consumer satisfaction is the core content of the success of the fresh e-commerce platform.According to the results of the research,the following conclusions are drawn: the expectations of consumer before purchase have no significant impact on satisfaction.The quality of goods,website operation,logistics distribution and after-sales service are respectively affecting the consumer satisfaction in different degrees.The degree of satisfaction is in order of commodity quality,logistics distribution,and the degree of satisfaction.After-sales service and website operation.In this paper,we use structural equation model to analyze and calculate the survey data and get the corresponding results.The results of this study and the countermeasures and suggestions on the impact factors of fresh consumer satisfaction have a certain theoretical significance,at the same time,it has important practical significance for fresh business enterprises.