The Research Of Fresh Agricultural Products Logistics Service On E-commerce Platforms By Different Consumer Perception

Paying attention to the quality of logistics service is the inevitable choice for the development of fresh agricultural products supply chain under the environment of electronic commerce.At present,the competition of e-commerce platform is fierce,and the accumulation of word-of-mouth of its agricultural products requires enterprises to obtain a good consumer experience in the overall sales link.As the only physical channel for e-commerce enterprises to contact consumers,logistics service has become the most important part of enterprise operation and word-of-mouth construction of agricultural products.The improvement of logistics service level is often accompanied by the increase of logistics cost,logistics cost determines the profit and loss of e-commerce,and the consumer perception of logistics service determines the word-of-mouth accumulation of enterprises.On the basis of balancing the relationship between the two,how to focus on Optimizing logistics service has become a practical problem faced by e-commerce enterprises.With the improvement of consumers' living standards and the change of online shopping concept,the service demand and sensitivity of e-commerce platform are also changing accordingly.Therefore,it is of great practical significance to mine fine information for consumer differences and study consumers' perception of fresh agricultural products logistics service on e-commerce platform,which is of great practical significance to the improvement of service level of e-commerce platform.This paper,based on the theme of perceived difference of fresh agricultural product logistics service from the perspective of the consumer,uses the traditional and modern retrieval tools to collect and analyze the relevant documents in China and abroad.To explore the relationship between the service quality factors of the e-commerce platform and the different categories of consumers and the logistics service quality factors.According to the relevant theories and documents of the construction principle of the logistics service factor index system,the paper selects the factors of the fresh agricultural product logistics service perceived by the consumers,establishes the association rules through the Rapidminer,and mining the strong association rules,and then makes an empirical study.Analysis The results show that the logistics service factor of active consumers,that is,the majority of consumers,is the delivery level of the promised delivery time,and the new consumers pay more attention to theimplementation level of preferential policies.VIP consumers pay more attention to the protection of logistics cold chain technology;sales price has a strong correlation with customer service attitude.This conclusion aims to improve consumer satisfaction from the point of view of improving the logistics service quality of ecommerce platform,and at the same time provide profit space and competitiveness for ecommerce enterprises.Under the background of big data in the ascendant,data mining technology can get keywords from consumers' online comments,and analyze the differences of perceived value of different consumers through association rules.Therefore,in order to meet the logistics service needs of different consumers,it is necessary to provide personalized,fine and large-scale logistics services by dividing consumer categories.Putting the power point to the logistics service factors that consumers pay more attention to can make up for the lack of perceived satisfaction of other logistics service factors,so as to establish a sense of trust and dependence,so as to achieve the management goal of efficiently improving consumer experience.Realize the long-term development of the enterprise.