| Driven by the “Internet Plus” era,the “home economy” emerged as a new business model.Taking advantage of this opportunity,the Fresh Food E-Business industry has become to be a new trend.Fresh-food cold chain home-delivery(FCHD)services as an important hub which linking Fresh Food E-Business and customers,and the quality of its service is of great significance for Fresh Food E-Business to improve online customers' relationship quality and strengthen customers' viscosity.However,different consumer groups have different preferences for FCHD,the capacity and stability of FCHD was unbalanced in different regions and periods.Therefore,consumers' overall satisfaction on FCHD is difficult to achieve the ideal state.Therefore,analyzing the multi-dimensional characteristics of consumers when using FCHD,and studying the impact mechanism of multi-dimensional characteristics on B2 C FCHD,which can help FCHD enterprises locate customers' needs accurately and make corresponding improvements to enhance consumers' satisfaction,then gain a place in the fierce market competition.Therefore,this paper carried out the following research,which aimed at providing theoretical basis for improving the service level of FCHD industry:(1)Based on the survey data of 317 consumers in Nanjing,analysis was carried out from two perspectives to reveal the impact mechanism of consumer characteristics on the demand of FCHD.The first perspective was subjective preference characteristics,6 hypotheses were proposed which were based on domestic and foreign literature,and then the structural equation model was constructed to measure the impact of subjective preferences on the demand for FCHD.The results showed that consumers' convenience preference,safety preference,reliability preference,and popular preference have the positive effect on their FCHD needs,when the economic preference has a negative impact.The second perspective was the social characteristics of consumers.The ANOVA was used to analyze the FCHD demands of consumers with different ages,genders,cultural levels,and income levels.The results showed that there was a significant difference in their demand of FCHD based on genders and income levels,in which the women's demand of FCHD was higher than that of men,and consumers with higher income levels were more willing to use FCHD.(2)In order to reveal the impact mechanism of consumers' spatial and temporal distribution characteristics on FCHD,this paper adopted 12.043 million evaluation data which are obtained from an e-commerce platform.Then,extracting information from the evaluation data,which like the location of consumers,the time period of placing orders,and the evaluation of FCHD.Based on the data,the study was carried out from two dimensions of space and time.In order to reveal the impact mechanism of consumers' spatial and temporal distribution characteristics on FCHD,this paper conducted research from two angles.In the dimension of consumers' spatial distribution characteristics,ArcGIS software was used to visualize consumers' demand,spatial Gini coefficient and location entropy was used to extract consumers' spatial distribution characteristics.At the same time,the evaluation index system of FCHD service level was constructed to evaluate the service level of FCHD in different regions comprehensively.Finally,the correlation analysis and coupling coordination model was introduced to reveal the influence mechanism of spatial distribution characteristics on FCHD.The results showed that there was a positive and significant correlation between the level of spatial agglomeration and FCHD.The higher level of spatial agglomeration,the higher level of FCHD.In terms of the degree of coupling and coordination,the two systems in East,South and North developed coordinately and orderly,followed by Central,the two systems in South-west were dropped in the running-in state,and the two systems in North-west and North-east were fallen into a serious disorder state.In the dimension of consumers' time distribution characteristics,seasonal intensity index and consumers' dissatisfaction were measured to indicate the level of FCHD.On this basis,the influence mechanism of consumers' time distribution characteristics on FCHD was analyzed.The results showed that consumers' demand fluctuated greatly on the time scale,forming the peak-season,plain-season and offseason.Among them,the peak-season period had a negative effect on the overall FCHD level,while the off-season and plain-season had a positive effect,and the effect intensity of plain-season period was lower than off-season period.(3)The impact mechanism of consumers' characteristics on FCHD was summarized and combed clearly.According to the various action paths of the influence mechanism,combining the characteristics of individual and time-space,from the aspects of improving customer experience,implementing differentiated marketing,strengthening food safety and the construction of infrastructure,much targeted improvement strategies for FCHD were proposed. |
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