Research On The Influencing Factors Of Customer Satisfaction Of Online Shopping Fruit

Began in 2012,With SF preferred,Tmall and Jingdong and other sites ope ning fresh channels,Fresh electricity supplier companies began to explore the model for fresh online sales,and The network of fresh agricultural products has become the direction of many capital competition.At present,the net purchase of fresh agricultural products has become a new consumer habits,and fruit online shopping is the most important part of it,its main customers are college students and white-collar,and fruit is the largest category of fresh agricultural products online shopping.How to improve the customer satisfaction of online shopping fresh agricultural products,how to improve customer satisfaction to promote the development of online shopping of fresh agriculturalproducts has become the most concerned about the site and business issues.This paper take the representative products of fresh agricultural products-fruit as the research object,combined with the characteristics of the consumer population to participate in online shopping fruit,discusses the factors affecting customer satisfaction of online shopping fruit from three dimensions: product,website and logistics.Constructing the influence factors model of customer satisfaction of fruit online shopping,this paper employ the structural equation model,mainly analyzes the influence of fruit quality,website usability,website content,website security,website interaction,logistics integrity and logistics communication on customer satisfaction.The empirical results show that the logistics readiness,fruit quality,interactive website,website usability,of these factors have asignificant effect on the customer satisfaction of online shopping fruits,among which the effect of logisticsintegrityisthemostprominent.butno significant effect willbeoncustomersatisfaction of websitecontent,logisticscommunication and website security.Finally,based on the findingsof this paper,in view of the development of the network of fruit,the author puts forward some suggestions on how to improve the customer satisfaction from the aspects of product,website,logistics and so on.