基于顾客让渡价值的C2C模式中水果销售量影响因素分析--以烟台苹果为例

Analysis of Influencing Factors of Fruit Sales on C2C Model Based on Customer Delivered Value--Take Yantai Apple as An Example

C2C模式的个人与个人通过平台直接对接的特性,对提高水果销售量有明显优势.顾客让渡价值理论的提出为卖家提供了全新的经营模式,指明了全新的销售方向.依据顾客让渡价值理论,选取144家销售烟台苹果店铺的相关数据,采用OLS模型进行实证分析,结果显示: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、卖家开店时间与商品价格六种因素均对水果销售量具有显著影响.根据实证分析,为果农提高水果销售量提出对策建议.

C2C mode has the characteristics of direct docking between individuals through the platform,which has obvious advantages in improving fruit sales.The theory of customer transfer value provides a new business model for the seller and points out a new sales direction.Based on the customer delivered value theory,the relevant data of 144 Apple stores in Yantai are selected and the OLS model is used for empirical analysis.The results show that six factors including product description conformity,seller service attitude,logistics service quality,seller reputation level,seller opening time and product price all have a significant impact on fruit sales.Based on the empirical analysis,it provides countermeasures and suggestions for fruit farmers to increase fruit sales.