社区团购现状满意度及未来发展建议调研——以杭州西湖区为例

Investigation on Current Satisfaction and Future Development Suggestions of Community Group Buying—Taking the West Lake District of Hangzhou as an Example

为更好了解社区团购未来发展前景,笔者通过设立相关问卷,以杭州西湖区为例,调查该地社区团购发展现状,结合ACSI模型,利用因子分析、多重响应分析方式民众对社区团购的满意度与发展意见。研究表明社区团购在杭州西湖区较为普及、民众满意度较为满意,但民众期待其在商品质量、准时到货、商品信息方面进一步完善,本文在商品质量、物流服务、突破同质化竞争方面对提高社区团购满意度给出了针对性意见。

In order to better understand the future development prospect of community group buying, the author investigated the development status of community group buying by setting up relevant questionnaires and taking Hangzhou Xihu District as an example. Combined with ACSI model, the author used factor analysis and multiple response analysis to analyze people’s satisfaction and de-velopment opinions on community group buying. The research shows that community group buying is more popular in Hangzhou West Lake District and the people are satisfied with it, but people ex-pect it to be further improved in terms of commodity quality, on-time arrival and commodity in-formation. This paper gives targeted opinions on improving community group buying satisfaction in terms of commodity quality, logistics service and breaking through homogeneous competition.