Research On The Influencing Factors Of Consumer Satisfaction And Loyalty On Fresh E-commerce Platforms

In recent years,the Internet and e-commerce industry have developed rapidly.Online shopping has been integrated into consumers’ lives,and e-commerce platform has become a common shopping method for consumers.With the development of fresh e-commerce platform,people’s demand for fresh agricultural products is also increasing.Today,with the rise of the "lazy economy",consumers’ consumption concept,consumption behavior,consumption mode and so on have undergone great changes,and consumers have increasingly higher requirements for the quality,safety,convenience and other aspects of goods.At present,the development of fresh e-commerce in China is mixed,leading to many problems in the shopping experience of consumers.How to grasp consumers’ psychology,meet their needs,provide consumers with a good sense of experience,strengthen consumers’ trust in the fresh e-commerce platform and improve the purchase rate is the focus of scholars.Therefore,study the impact of the development of Nanchang fresh e-commerce platform on customer satisfaction and loyalty + And the rapid development of e-commerce is of great significance.Based on the theory of expectation,the theory of consumer perceived value and the theory of consumer demand,this paper performed an online poll in Nanchang by utilizing the survey collecting tool Questionnaire Star,and collected 554 valid questionnaires.And according to the conceptual analysis framework,with the help of structural equation model and the maximum likelihood estimation method,this paper discusses the influencing factors of consumer satisfaction of Nanchang fresh e-commerce platform,and Proposes targeted advice for the e-commerce industry on how to improve consumer satisfaction and loyaltyThe main conclusions of the study are: First,purchase expectations and brand image positively affect satisfaction;Secondly,payment methods and logistics distribution positively affect satisfaction;Third,perceived value and after-sales service positively affect satisfaction;Fourth,satisfaction significantly affects loyalty.In order to better improve consumer satisfaction,the following suggestions are put forward: first,build brand awareness to meet consumer expectations;Second,optimize the experience of payment methods and combine the logistics distribution system;Third,integrate online and offline resources to improve consumer perceived value.