厦门市前置仓平台使用意愿影响因素分析

Analysis of the Influencing Factors of the Willingness to Use the Front Warehouse Platform in Xiamen City

在新零售模式背景下,消费者对朴朴、叮咚买菜等前置仓新零售平台的使用意愿具有不确定性,容易受不同因素影响。在新零售模式下,对前置仓模式进行系统梳理,对调查数据结果进行信效度分析,并利用结构方程模型方法,对影响消费者使用意愿的驱动及抑制因素进行研究,提出提高平台核心竞争力、确保生鲜产品供货稳定性、减少前置仓运营成本、强化商业宣传等对策建议。

Under the background of new retail models,consumers willingness to use new retail platforms such as Pupu and Dingdong is uncertain and easily affected by different factors.Based on the systematic sorting of the front warehouse mode under the new retail model,this paper analyzes the reliability and validity of the data results,and uses the structural equation modeling method to study the driving and inhibiting factors affecting consumers willingness to use,and proposes countermeasures to improve the core competitiveness of the platform,ensure the supply stability of fresh products,reduce the operating costs of the front warehouse,and strengthen commercial publicity.