Empirical Study On The Influencing Factors Of Fresh Agricultural Product E-commerce Consumer Satisfaction Under The O2O Model

Fresh agricultural products from the traditional offline marketing mode to online electricity,online at the same time pull the passenger flow increase sales of fresh agricultural products electric business mode,is the main mode of fresh agricultural products in recent years,the electricity business development,there are many capitalists into this pattern,but by end of 2017,most of the small fresh produce electricity business faced the crisis of collapse and bankruptcy,and even many large capital investment and merchants to enter into the operational crisis.In the storage,transportation and distribution of fresh agricultural products,the merchants need to do a good job in the construction of cold chain logistics and distribution.Secondly,the standardization degree of fresh agricultural products is low,and the profit margin of low-end sellers of products is low.As a result,consumers' personal characteristics lead to large differences in product preferences and diversified demands,which cannot be fully satisfied by the merchants.From 2018 to 2019,electricity O2 O mode of fresh agricultural products in our country,by the beginning of exploring the unknown phase transformation in the exploration stage now,businesses how to integrate online and offline resources efficiently,will online information integration and management integration in order to better meet the demand of consumers,has become a new era under the background of electricity,fresh agricultural products good O2 O model to explore the main content of the development.In order to achieve sustainable operation and profitability of fresh agricultural products in O2 O mode,it is essential to study consumer groups.Businesses should consider consumers' real needs from the perspective of consumers.In consumer choice merchants have shopping,leave a comment to the consumption of a series of links,which link will affect the consumer shopping psychology,what factors is to help the business to consumer satisfaction impression,make the consumer purchase intention again,each fresh agricultural products is an electrical contractor,guidelines to improve your business strategy.However,at present,scholars at homeand abroad do not have much research on the satisfaction of purchasing fresh agricultural products under the O2 O e-commerce mode of consumers.Most of the relevant literatures are about consumers' purchasing behaviors and intentions when they purchase fresh agricultural products only through online channels.Research of this paper is a combination of a large number of customer satisfaction,fresh produce electricity,O2 O mode of literature,and O2 O mode of fresh agricultural products in our country the actual development status quo of electricity constructs the research model,and puts forward six research hypothesis: assumes that the product quality,product prices,web design,payment,logistics,after-sales service,all of O2 O fresh produce electricity customer satisfaction has a positive role in promoting.In this paper,we study on multiple online social networking platform,and offline business entity stores,fresh produce electricity had electricity O2 O mode of fresh agricultural products to consumers shopping through questionnaires,through questionnaire to obtain sample data,analysis and study O2 O mode to buy fresh agricultural products consumers' personal characteristics,and through the principal component analysis method to explore the mode,the influence factors of consumers shopping satisfaction and influence,finally summarized the research results and put forward countermeasures and Suggestions.The research Suggestions in this paper include the following: 1,businesses should strictly control the quality of fresh agricultural products,online product quality consistency 2,the businessman the commodity prices should have a diversity of the reasonable pricing of 3,merchants,do a good job of online web page design and maintenance of the online site quality,remove misunderstanding information quantity reasonable product logo of 4,businesses improve their services in line with the consumer shopping habits of payment 5,we will further improve the business logistics distribution ability,establish a more comprehensive distribution network timely delivery and efficient distribution,training delivery personnel quality to provide more high quality distribution services 6,safeguard consumer rights and perfect after-sales service,the merchant's Offline experience services to meet consumer personalized consumption needs.