Research On The Influence Of Gu-Enterprise Interaction On Fresh E-commerce Co-creation Value Under O2O Model

The development of fresh food e-commerce is rich and meets the general public's demand for fresh agricultural products.Under the guidance of new retail thinking,fresh food e-commerce companies are mainly engaged in online and offline integration,attracting customers,improving customer evaluation,and improving Due to the particularity of fresh agricultural products,fresh e-commerce companies will display deviations in the actual delivery of goods and services online.Such deviations will cause customers to have a problem of perceived consistency.Coping with the problem of perception consistency between online and offline? What kind of impact will this perception consistency have on the production and operation of enterprises?Through literature analysis,it is found that most researches on perception consistency focus on online interaction and advertising marketing,and to a certain extent,perception consistency is proportional to brand preference.The existing research on co-creation value also focuses on the field of online virtual communities.There is less integration between offline and online and offline.The perspective is based on the basic problem of online and offline perception consistency,with online interaction and offline interaction as antecedent variables.Value creation is the outcome variable,customer cooperation is the intermediary variable,and perceived consistency is the moderating variable.The process of co-creation value creation for graduate fresh e-commerce SPSS software analyzed the data and verified the relevant assumptions.We can get the conclusions of the article are:(1)online interaction and offline interaction both have a significant impact on co-creation value;(2)perceived consistency is offline The interaction between interaction and customer engagement plays a mediating role,and the perceived consistency of online interactions does not significantly regulate the interaction between customer engagements;(3)Customer engagement plays an intermediary role between online interactions and co-creation of value,and customer engagement is offline.Interaction and co-creation value play an intermediary role.Finally,the research results of this article are discussed,management suggestions for related companies are proposed,and the deficiencies and future prospects of this article are pointed out.