PPM理论框架下生鲜电商用户重购意愿成因研究

Research on the Causes of Fresh E-commerce User'Repeated Purchase Intention Under the Framework of PPM Theory

厘清生鲜电商平台用户重购意愿影响因素,对于生鲜电商平台吸引用户持续参与,提高用户留存率具有重要意义。基于PPM(推-拉-锚)理论框架,结合技术接受模型从推力、拉力、锚定三方面研究生鲜电商用户重购意愿成因。利用Python和ROST CM6工具对生鲜电商平台在线评论进行文本分析得出,产品质量、产品价格、产品种类、服务质量会影响消费者感知生鲜电商平台有用性,将这四个因素作为拉力因素中感知有用性的前置变量,构建更合适的生鲜电商平台消费者重购意愿影响因素模型。研究结果表明:信息便利、支付便利、配送便利构成的推力因素与感知平台有用性和易用性构成的拉力因素会促进消费者的重购意愿,而消费者主观规范、转换成本、习惯会对消费者的重购意愿起到锚定作用。

Clarifying the influencing factors of fresh e-commerce users'repeated purchase intention is of great significance for fresh e-commerce to attract users to continue to purchase,increasing user retention rates.Based on the PPM(Push-Pull-Mooring)theoretical framework,combined with Technology Acceptance Model,the paper analyzes the influencing factors of consumers'repeated purchase intention on fresh e-commerce platform from three aspects:push,pull and anchor.Python and ROST CM6 tools were used to analyze the online comments on fresh e-commerce platforms.It was concluded that product quality,product price,product type and service quality would affect consumers'perception of the usefulness of fresh e-commerce platform,and these four factors were taken as pre-variables of perceived usefulness among pull factors so as to build a more suitable consumers'repeated purchase intention model.The results show that:The pull factors including information convenience,payment convenience and distribution convenience and the pull factors composed of perceived usefulness and the ease to use will promote consumers'repeated purchase intention.Consumers'subjective norms,switching costs and habits will anchor consumers'repeated purchase intention.