生鲜平台用户持续购买意愿研究——基于产品质量安全视角

Research on Continuous Purchase Intention of Fresh Food Platform Users——Based on the Perspective of Product Quality and Safety

在后疫情时代,产品质量安全保障服务已逐渐成为生鲜平台保持用户黏性的关键要素。研究从产品质量安全视角出发,构建了包含平台质量、产品质量、包装和物流质量、价格因素和用户因素五个维度的因素组合分析模型。并基于203份有效调查问卷数据,利用模糊集定性比较分析法(fsQCA)进行实证检验。组合分析结果中作为核心条件出现的平台售后和反馈服务、产品质量信息、运输质量、价格因素和用户因素是用户产生持续购买意愿的必要条件。

In the post pandemic era,product quality and safety assurance services have gradually become a key element for fresh food platforms to maintain user stickiness.From the perspective of product quality and safety,the study constructed a factor combination analysis model that includes five dimensions:platform quality,product quality,packaging and logistics quality,price factor,and user factor.Based on 203 valid survey questionnaire data,the fuzzy set qualitative comparative analysis method(fsQCA)was used for empirical testing.The platform after-sales and feedback services,product quality information,transportation quality,price factors,and user factors that appear as core conditions in the combination analysis results are necessary conditions for users to generate sustained purchasing intention.