我国生鲜农产品电子商务发展中的用户体验问题研究─以淘宝用户为例摘要我国生鲜农产品电子商务的发展伴随着电子商务的进一步普及和深入，特别是2012年开始，传统线下超市，各大电商，各大互联网投资方纷纷开始重视生鲜农产品电商，并增加了对生鲜电商模式的探索和生鲜电商的投资。但是现在由于生鲜农产品电商仍处于起步阶段，顾客存在传统生鲜农产品消费理念，加上生鲜农产品的质量安全、物流配送等制约因素，生鲜农产品电子商务的发展仍然较为缓慢。在不同生鲜电商模式的摸索前进中，生鲜电子商务的发展问题重重，无论是生鲜电商的资源整合能力，还是消费者对生鲜农产品网购的体验感知，目前都是探索阶段。本文的核心在于研究目前我国生鲜农产品电子商务的发展现状以及生鲜电商用户体验的问题，提出生鲜农产品电子商务用户体验评价体系，结合国内在生鲜电商还有一片蓝海的平台一一淘宝网，分析目前的生鲜电商用户体验现状，并提出提升生鲜电商用户体验的建议。关键词：生鲜农产品；电子商务；用户体验；发展模式ABSTRACTThedevelopmentoffreshagriculturalproductse-commerceinChinawiththefurtherpopularizationofelectronicbusinessandin-depth,especiallythebeginningof2012,thetraditionallineofsupermarket,themajorelectricitysupplier,themajorInternetinvestorshavebeguntopayattentiontotheelectricitysupplieroffreshagriculturalproducts,andincreasedthefreshmodeofexplorationandfreshinvestment.Butduetothecurrentelectricitysupplieroffreshagriculturalproductsisstillinitsinfancy,therearetraditionalconsumerspurchasefreshagriculturalproductsandfreshideas,thequalityandsafetyofagriculturalproducts,logisticsandotherfactors,thedevelopmentoffreshagriculturalproductse-commerceisstillrelativelyslow.Indifferentfreshelectricitysuppliermodelgropingforward,thedevelopmentofelectroniccommercewithfresh,whetheritistheabilitytointegrateresourcesoffreshelectricitysupplier,orconsumersoffreshagriculturalproductsonlineshoppingexperienceperception,arecurrentlyexploringstage.Thecoreofthispaperistostudytheelectroniccommercedevelopmentpresentsituationoffreshagriculturalproductinourcountry,andtheuserexperienceoffreshelectricalbusinessproblems,putforwardfreshagriculturalproductse-commerceuserexperienceevaluationsystem,combinedwithdomesticrawelectricityandapieceofblueoceanplatformTaoBao,analysisthepresentsituationoffreshelectricityuserexperience,andputsforwardimprovingfreshelectricityuserexperience.Keywords:Freshagri-products；E-commerce；Userexperience；Developmentpatterns.目录1绪论...........................................................................................................................................11.1本文的研究背景及意义...............................................................................................................11.2国内外研究的现状......................................................................................................................21.2.1国内研究现状........................................................................................................................21.2.2国外研究现状........................................................................................................................21.3本文研究的方法及内容...............................................................................................................31.3.1研究方法...............................................................................................................................31.3.2研究内容.........................................................
