农户直销电商模式下水果销售量影响因素分析——基于顾客让渡价值理论

Analysis of influencing factors of fruit sales under farmer direct selling e-commerce mode:Based on the theory of customer delivered value

研究农户直销电商模式下影响水果销售量的因素,对解决水果滞销问题、提高农民收入具有重要意义。针对淘宝144家烟台苹果销售店铺,依据顾客让渡价值理论选取影响苹果销售量数据,采用OLS回归模型,分别分析商品描述相符度、卖家服务态度、物流服务质量、卖家信誉等级、商品好评率、卖家开店时间与商品价格7种因素对水果销售量的影响效应。结果表明,①商品价格对水果销售量具有负向影响,其余6种因素均具有正向影响;②对水果销售量的影响大小依次分别为卖家服务态度、商品描述相符度、卖家信誉等级、卖家开店时间、商品价格、商品好评率、物流服务质量。最后根据研究结果为提高水果销售量提出对策建议。

It is of great significance to study the factors that influencing the fruit sales under the mode of farmers direct selling ecommerce to solve the problem of unsalable fruit and improve farmers'income.Aiming at 144 Yantai apple stores,this study selected the data that influencing apple sales according to customer delivered value theory,and used OLS regression model to analyze the in⁃fluence of seven factors on fruit sales,including product description consistency,seller's service attitude,logistics service quality,seller's reputation level,commodity praise rate,seller's opening time and commodity price.The results showed that,①commodity price had a negative impact on fruit sales,while the other six factors had a positive impact;②the order of influence on fruit sales was seller's service attitude,commodity description consistency,seller's reputation level,seller's opening time,commodity price,com⁃modity praise rate,logistics service quality.Finally,according to the research results,the study put forward countermeasures and sug⁃gestions to improve the fruit sales.