摘要本文主要通过研究调查，分析介绍了消费者选择网购生鲜产品的相关理论基础、影响网购生鲜产品的相关因素以及这些因素与选择网购行为之间的相关度这几个内容。并分析杭州滨江区不同人群网购生鲜现状的调查，了解人们对此的看法、意愿以及未来的期望。并指出当前生鲜电商发展的不足，例如产品种类的匮乏，配送服务的不到位，宣传工作的不到位等。关键词：生鲜电商；新兴领域；调查分析。AbstractInrecentyears,thee-commerceindustryhasdevelopedrapidly,andthefreshfoodmarketisalsoinlinewiththee-commerceindustry.Inaddition,theurgentneedofthecontemporaryyoungpeopletoimprovethequalityoflife,thefreshe-commerceisbornbecauseoftheoperation,andmanye-commercegiantshaveincreasedthecompetitionforthefreshe-commercemarket,sothefreshe-commercepresentsablowoutdevelopment.Freshe-commerceasanewfieldofe-commerce,withitsconvenienceisgraduallychangingpeople'sdailylife.Thispaperreviewstherelatedresearchfromthetheoreticalbasisofconsumers'onlineshoppingbehavior,themaininfluencingfactorsofconsumers'purchasingfreshagriculturalproducts,andthecorrelationbetweentheinfluencingfactorsandonlineshoppingwillingness.AndanalysisofHangzhouBinjiangDistrictofdifferentgroupsofpeopleonlineshoppingfreshcurrentsituation,tounderstandpeople'sviews,wishesandfutureexpectations.Andpointedoutthecurrentfreshe-commercedevelopmentdeficiencies,suchasthelackofproducttypes,distributionservicesarenotinplace,publicityworkisnotinplace.Keywords:freshe-commerce;emergingfield;investigationandanalysis.目录1生鲜电商概述.....................................................11.1生鲜电商的定义...........................................................................................11.2生鲜电商发展现状.......................................................................................11.2.1国内生鲜电商发展现状............................................................................12消费者网购行为的理论基础.........................................22.1计划行为理论................................................................................................22.2技术接受模型................................................................................................32.3感知价值理论................................................................................................32.4消费者购买意愿的定义................................................................................42.5消费者购买决策的过程...............................................................................43消费者购买生鲜农产品的主要影响因素...............................53.1生鲜农产品的定义与特点............................................................................53.2消费者的个人因素........................................................................................53.3网购平台的服务质量....................................................................................63.4生鲜农产品的产品属性................................................................................64消费者网购生鲜农产品意愿的影响因素的调查分析.....................74.1问卷的设计..................................................................................................74.2问卷的回收..................................................................................................74.3问卷分析......................................................................................................74.3.1Exc...
