Research On The Impact Of Online And Offline Fusion On The Performance Of Vertical Fresh E-commerce Channels

The traditional circulation channels of fresh agricultural products have many problems,such as many links,low efficiency and serious wastage,which have seriously damaged the vital interests of farmers and consumers.The emergence of e-commerce has opened up a new circulation channel for fresh agricultural products.At present,fresh e-commerce has formed an oligopoly market dominated by Tianmao and Jingdong platforms.Vertical fresh e-commerce has low penetration rate and difficult development.Traditional channels can make up for the shortcomings of e-commerce channels that can not satisfy consumers' physical experience.Fusion of online and offline,giving full play to their respective advantages and achieving win-win cooperation between online and offline,has become an important way for vertical fresh e-commerce to break through the predicament.Firstly,this paper analyses the development status and existing problems of vertical fresh e-commerce.Secondly,it defines the connotation of online and offline integration,and explores the channel relationship,channel behavior and channel function changes required by online and offline integration.Then,this paper constructs a model of the relationship between online and offline integration and channel performance,considering the intermediary role of circulation integration and the moderating role of environmental dynamics,and empirically examines the impact of online and offline integration on channel performance based on questionnaire data.The empirical results show that online and offline convergence can significantly improve the performance of vertical fresh e-commerce channels,in which circulation integration plays a part of the intermediary role,and environmental dynamics plays a moderating role.Finally,the paper puts forward the countermeasures to promote the development of vertical freshwater e-commerce.