生鲜网购消费者信息行为分析及忠诚度的培育研究

Research on the Analysis of Information Behavior of Online Shoppers and the Cultivation of Loyalty

在经济快速发展的时代,生鲜电商热度增加。本文从生鲜在线网购消费者的信息行为出发,结合专家意见和关联理论研究,组织数据,利用层次分析法(AHP),分别从信息浏览、信息搜索、比较、选择,和信息交流构造层次结构模型,并对层次结构模型的基础上通过问卷调查法获得各个影响生鲜网购因素间的相对重要度并计算生鲜网购各个层级影响因素的重要程度。在此基础上,提出了网上购物者的信息行为和忠诚度培训措施。

In the era of rapid economic development, fresh electricity heat increase, this article embarks from the fresh information online shopping consumer behavior, combined with the expert advice and related theoretical research, organize data, on the basis of the analysis, using the analytic hierarchy process （ AHP）, from information browse, information search, comparison and selection, structural hierarchy model and information communication, and the hierarchical structure model on the basis of the various factors influencing the fresh online were obtained through the questionnaire survey method and calculate the relative important degree among fresh online to the importance of the influencing factors of different level. On the basis of this, the information behavior and loyalty training measures of online shoppers are put forward.