Study On Consumers' Satisfaction Of Purchasing Fresh Fruit Under A Dual-channel

Fresh fruit,as an important agricultural product,is one of the main foods which people tend to purchase in their daily life.With the development of the social economy and the technology of logistics and preservation,consumption of fresh fruit is decreasingly restricted by changing seasons and various regions.The rapid rise of E-commerce of fresh fruits,especially in recent years,has offered a new approach as purchasing fresh fruits,offline or online,has presented the trend of diversified development.Therefore,in the acceleration of the healthy development of domestic fruit industry,it is of profound significance to discuss consumers' satisfaction with a dual channel of purchasing fresh fruit,find out the main factors affecting it,and effectively enhance it,which will benefit fruit producers,retailers and consumers as well.This study gives definitions to some relevant theories,from the perspective of both domestic and foreign research trends of channels of consumers' purchasing fresh agricultural products and their satisfaction.Based on an exponential model of consumers' satisfaction,it builds a comprehensive evaluation system by combining the characteristics of the dual channel with the features of fresh fruit,and by selecting the common influential factors of consumers' satisfaction,that is,a total of 21 measurement indicators,42 measurement items among which are 4 antecedent variables----service quality,shopping environment,corporate image and commodity characteristics of fres h fruit,and 2 consequent variables----overall satisfaction and consumer loyalty.Besides,this study weighs the index of premise variables on the basis of analytic hierarchy process.T he study,takes consumers in Guangzhou as a sample,is based on questionnaires collected online and offline.It mainly compares consumers' satisfaction with purchasing fresh fruit under the dual channel.Furthermore,single factor analysis of variance is used to analyze consumers' satisfaction with demographic variables suc h as the gender,age,education background,occupation and household income.After empirical research,conclusions can be made as followings: Firstly,consumers tend to purchase fresh fruit offline more frequently with less money,while those online less frequency with more money.Secondly,consumers' general satisfaction with offline channel is superior to that with online channel,which,however,show differences in specific indexes.Thirdly,consumers purchasing fresh fruit,are concerned most about commodity characteristics,among which freshness and quality safety are priorities.Food quality and safety is the core of consumers' demand,so production operators should take consumer demand as the orientation and meet the diversified needs of consumers,to improve customer satisfaction and loyalty and enhance their own competitiveness.Finally,according to the research result of consumers' satisfaction,this study puts forward some relevant policy recommendations for fresh fruit sellers.