基于消费者感知视角的生鲜农产品满意度因素分析及优化对策

Analysis and Optimal Countermeasures of Fresh Agricultural Product Satisfaction Factors Based on Consumer Perception

针对生鲜农产品交易后消费者的评论信息,对京东商城和顺丰优选的农产品消费者在线评论信息和对消费者进行问卷调查,基于层次分析法进行建模分析,对用户评论词性进行分类,分析影响消费者满意度的因素及其权重,研究结果显示生鲜农产品品质和物流因素对消费者满意度的影响较大,反映出农村物流基础设施缺乏是现如今农产品产业化的主要障碍,继而提出大力建设乡村物流基础设施和电商平台与农产品生产者加强合作保证产品质量是生鲜类农产品电商行业发展过程中的重点领域。

In this paper,after sorting through the comments uploaded by consumers for closed fresh agricultural product orders on the JD Mall and SFBest platforms and a questionnaire survey on consumers of fresh agricultural products,we carried out a model analysis based on AHP,classified the part of speech of user comments to analyze the factors,and their weights,affecting consumer satisfaction.The result showed that quality of fresh agricultural products and logistics had significant impact on consumer satisfaction,reflecting that the lack of rural logistics infrastructure was the main obstacle to the industrialization of agricultural products nowadays.Accordingly,we proposed to vigorously build rural logistics infrastructure and to strengthen cooperation between e-commerce platforms and agricultural producers to ensure product quality as the key area in the development of the fresh agricultural product e-commerce industry.