生鲜电商平台消费者购买决策影响因素实证研究

An Empirical Study on the Influencing Factors for Consumer Purchasing Decision-making of Online Fresh Products Shopping

以生鲜产品网络消费者为研究对象,结合生鲜电商的现状,提出了九大影响因素,在此基础上开发了生鲜产品网络消费者购买决策研究模型,并面向每日优鲜、我买网、京东等生鲜平台消费者采集到有效问卷478份。实证研究结果表明:价格已经不再成为影响生鲜平台消费者购买决策的最主要因素;网络口碑正在成为影响生鲜平台消费者购买决策的重要因素,生鲜电商平台需要严控产品质量、增强消费者产品质量感知,提升生鲜平台的信誉,形成口碑效应;物流服务成为影响生鲜平台消费者购买决策的关键,生鲜电商平台企业需要进一步整合相关物流资源优化冷链物流体系,提高物流服务质量。

Taking online consumers of fresh products as the study object of fresh products e commerce, nine influencing factors are put forward S, A based on the status quo ccordingly, model of online consumer purchasing decision making of fresh product is developed and 4？8 valid questionnaires are collected from consumers in networks such as MISSFRESH, COFCO and JD The results indicate that price is no longer the most important factor to affect the consumer decision making of online fresh products shopping. The influence of the IWOM （Internet Word of Mouth） is becoming an important factor for consumer decision making. The e commerce platforms of fresh products need to strictly control the product quality, enhance consumers＇ awareness of product quality, promote the credibility of e commerce platform of fresh products, and form a word of mouth effect. The logistics factor has become the key to consumer decision making. The platforms need to further integrate relevant logistics resources and optimize the lo gistics system of cold food chain so as to improve the quality of logistics services.