生鲜电商消费者购买意愿影响因素研究【摘要】一场突如其来的新冠病毒疫情使得广大人民“足不出户”、线上学习、云端办公、居家隔离，使得原本普通的每日三餐成为头等大事。有生鲜电商投资者表示，这是行业的历史性机遇。疫情终将被战胜，生鲜电商商家要将用户群体的庞大增量转为存量离不开对消费者购买行为的研究。本文从生鲜电商消费者购买意愿的角度出发，提出了产品价格、产品品质、网购信任度、成交销量、物流服务以及平台口碑影响消费者购买意愿的假设，将以上研究因素整理归纳为产品因素、消费个人因素与平台因素这三个层面，据此尝试构建购买意愿与影响因素之间的理论模型。借鉴相关文献的经验总结，设计调查问卷问项并发放调查问卷，借助 SPSSAU 线上统计分析系统对问卷获取的样本数据进行处理和相关的实证分析。数据分析结果表明，产品因素、平台因素和消费者个人因素三个层面均会在不同程度上显著且正向地影响消费者的购买意愿。最后，本文通过以上研究结果借鉴电商行业的累积经验并结合生鲜品类产品的特征，针对疫情过后生鲜电商发展的提出建议。【关键词】生鲜电商；购买意愿；影响因素注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。Research on Influencing Factors of Consumers' Willingness to Purchase Fresh Food E-commerce[Abstract] The sudden outbreak of a new coronavirus prevented most people from going out. Temporary changes in work and lifestyle, such as prohibiting going out, delaying work recovery, cloud office and online learning, have not changed people's needs for three meals a day. Some e-commerce investors said that this is a historic opportunity for the industry. This epidemic will eventually be defeated. Fresh electric suppliers must study consumer buying behavior in order to better retain customers.Based on the purchase intention of fresh electric business consumers, this paper puts forward the hypothesis that product factors, platform factors and consumer personal factors affect consumers' purchase intention, and constructs the purchase intention ...
