An Empirical Study On Factors Of Consumer Satisfaction With Online Raw Agricultural Products Purchase

In recent years, the Internet industry has developed rapidly, and the "Internet +" concept was presented in government report for the first time during two sessions held in 2015.To implement this plan, on May 15 the Ministry of Commerce formulated the " Internet + circulation" action plan to speed up the integration of Internet and distribution industry, promote industrial restructuring and agriculture, as the national economy foundation, circulation of agricultural products has been the focus of attention. Raw agricultural products are necessities of life, with liquidity and wide range. Compared with the traditional distribution channels, e-commerce platform for the fresh produce business has very distinct characteristics, and consumption patterns are constantly changing with the widespread use of the Internet and mobiles.With the rapid development of Internet technology and increasing consumer market demand for fresh produce, E-commerce enterprises of Raw Agricultural Products have achieved rapid development. Thus, an empirical study on determinants of consumer satisfaction with online fresh produce purchase will show important practical significance in this context. By reading a lot of literature, the key factors affecting customer satisfaction were proposed,mainly based on the American Customer Satisfaction Index(ACSI) and China Consumer Satisfaction Index(CCSI) model; combined with characteristics of consumers’ online purchase fresh produce, the systematic analysis of key factors’ was presented, and then these factors’ hypothetical relationship were proposed when building a model framework; a questionnaire was designed including factors for each item, from which the survey data could be used for empirical analysis to test these hypotheses. Conclusions were reached as follows:Firstly, when consumers buy fresh produce online, corporate image familiarity has a significant positive impact on consumer expectations, but no significant effect on consumer satisfaction.Secondly, the quality perceived has significant positive impact on the perceived value. Quality perceived consists of customer service quality, product quality and quality of service delivery, and all of them have a positive impact on the perceived value, but the former two affect more.Thirdly, factors these have a significant positive impact on consumer satisfaction of the online purchase fresh produce are mainly corporate recognition, customer service, product quality, delivery and quality of service and perceived value, wherein the customer service quality and product quality have remarkable impact.Finally, the conclusions in the end were analyzed and some suggestions were offered. Research about consumer satisfaction factors in this article has some theoretical significance and important practical significance for e-commerce enterprises of Raw Agricultural Products.