Research On The Influence Factors Of Consumer Satisfaction Of Fresh Agricultural Products E-commerce Under Background Of “Internet +”

Under the background of “Internet plus”,more and more people buy fresh agricultural products online as a way of life.In the context of “Internet plus”,how to improve the satisfaction of consumer groups in the business process has become a key issue for e-commerce.According to the research report,improved customer satisfaction is more conducive to re-purchase and recommend this good shopping experience to others,thus increasing user engagement.Therefore,the research on consumer satisfaction is of great significance for fresh agricultural e-commerce to take targeted measures to improve consumer shopping experience,and also conducive to the healthy development of the entire e-commerce industry.In the context of "Internet +" research,based on the theory of consumer satisfaction,this paper adopts literature research,questionnaire survey and empirical analysis method to study the influencing factors of consumer satisfaction in fresh agricultural e-commerce.291 valid questionnaires were collected and sorted out.In this study,SPSS 22.0 software was used to test the reliability and validity of the questionnaire data,and the structural variables of perceived quality were subdivided into second-order factor models for better research.Finally,AMOS 19.0 was used to analyze the mediating effect model of the hypothetical relationship in the consumer satisfaction model,and data fitting,inspection and modification were carried out on the model.The following conclusions were drawn:(1)Through descriptive statistical analysis,the online fresh agricultural products customer group presented the following characteristics: The proportion of female consumers is larger,aged between 18 and 39 years old,most of them have bachelor’s degree or above,and most of them are students and employees,and their salary is between 1000-4999 yuan.(2)Through the analysis,it is found that platform quality,product quality,service quality and corporate image all have a positive impact on consumers’ perceived quality,which in turn has a positive impact on consumer satisfaction.(3)As consumers and enterprises have two different expectations on product price,consumers’ expectations do not have a significant positive impact on satisfaction.(4)Perceived quality has a partial mediating effect on consumer satisfaction;Consumer expectation has a full mediating effect on perceived quality and a brief effect on consumer loyalty.Finally,in order to effectively improve consumer satisfaction,fresh e-commerce enterprises should start from improving the quality of the platform,ensure product quality,improve service quality and establish a good corporate image,and improve the satisfaction level by improving the perceived quality of consumers.