“盒马鲜生”网购意愿及其影响因素的实证研究

广东东软学院本科生毕业生论文“ 盒马鲜生”网购意愿及其影响因素的实证研究 An Empirical Study of Hema Xiansheng's Online Shopping Will and Its Influencing Factors内容摘要伴随中国互联网信息技术的不断完善和互联网渗透率的不断提高，互联网用户数量不断增加。在中国，除粮食作物之外，人类社会的养分源泉还包含生鲜农产品，生鲜农产品已成为中国的必须商品。消费者购买地点通常是附近的超级市场，农贸市场或摊贩。与传统的销售方式相比，以“盒马鲜生”为代表的在线新鲜农产品超市确实在某种程度上提高了产品的效率和质量。但是，服务质量，客户习惯文化和客户体验的改善都必须得到进一步改善和优化。本文通过问卷调研的方式研究影响消费者消费意愿的因素。收集数据、文本素材，整理调研数据。了解消费者在线购买新鲜农产品的现状以及他们对在线购买新鲜农产品的态度，探讨影响消费者在线购买新鲜农产品的主要因素，并为“盒马鲜生”提供具体可行的对策和建议。关键词：生鲜农产品 网购意愿 影响因素广东东软学院本科生毕业生论文广东东软学院本科生毕业生论文AbstractWith the continuous progress and popularized of Chinese IT , the amount of Internet users is increasing. In China, in addition to food crops, the nutrition source of human society also includes fresh agricultural products, which have become a necessary commodity in China. Consumers usually buy from supermarkets, farmers' markets or mobile vendors. Compared with the traditional way of sales, the online fresh agricultural products supermarket represented by "HEMA fresh" has indeed improved the efficiency and quality of products to some extent. However, the improvement of service quality, customer culture and customer experience must be further improved and optimized.This paper studide the influencing factors of "HEMA fresh life" online shopping willingness by a questionnaire survey.collect data, text materials, and sort out the survey data. To understand the current situation of consumers' online purchase of fresh agricultura...