Research On Influencing Factors Of Customer Satisfaction In The Integration Of "Online And Offline" Channels Of Green Agricultural Products

In recent years,with the continuous improvement of consumer income level,more and more consumers pay attention to food,especially the food safety,nutrition and environmental protection of agricultural products and other factors,and the demand for green agricultural products has increased significantly.However,due to the higher price of green agricultural products,the actual buyers are mainly consumers with higher income and stronger awareness of green food consumption.In order to satisfy these consumers,green agricultural product sales enterprises have established "offline" traditional channels.However,due to the dispersed distribution of these consumers and high requirements on store reputation,the distribution of terminal channels is not extensive enough.Most of them are located near the producing area,which limits the purchase of long-distance customers.With the in-depth development of the Internet,especially e-commerce,great changes have taken place in the ways of purchase and payment of consumers,and the distribution channels of green agricultural products have been expanded from pure "offline" traditional channels to "online" channels.However,the "online"sales of green agricultural products are affected by such problems as weak experience,uncertain product quality and limited related services.Consumers of green agricultural products hope to get the convenience of "online" purchase,as well as the advantages of"offline" purchase,such as strong experience,more services and more reliability,which promote green agricultural products enterprises to explore the integration of "online and offline" channels and improve customers' satisfaction with channel integration.Therefore,it is necessary to have an in-depth understanding of consumers' demand for the "online and offline"channel integration development of green agricultural products,and formulate targeted countermeasures to improve consumers' satisfaction with channel integration.Based on the research of scholars both at home and abroad,through literature review and research the way of combining to consumer channels for green agricultural products "online"fusion of the influence factors of customer satisfaction are analyzed,and it is concluded that the green agricultural products "online" channel integration of customer satisfaction impact factors are divided into product value,service value,experience value,the cost advantage of four parts.Furthermore,SPSS and AMOS were used to conduct statistical analysis on the data.It was concluded that in the "online and offline" channel integration of green agricultural products,the higher the product value,service value and experience value,the higher the cost advantage of channel integration,and the more satisfied consumers would be with the channel integration.For "online" channel integration development of green agricultural product in our country is still in its infancy,the effect of channel integration is not very ideal,lead to the green agricultural products "online" channel channel integration of the current situation of the customer satisfaction is not high,puts forward the contribute to a healthy green agricultural enterprise smoothly "online" channel integration model of relevant countermeasures.Specifically,"maintain the consistency of" online and offline "channel products,equip with green food labeling,make traceability,improve brand image,and establish a good reputation;Strengthen the training of "online and offline" service personnel,improve the efficiency of customer service communication and after-sales processing,improve the efficiency of "online and offline" logistics distribution,reduce product loss rate,enrich payment methods on the basis of ensuring the safety of consumer payment,and ensure the timely release of promotional information and diversity of promotional activities;Optimize the website design and product classification of "online" channels,do a good job in store site selection,improve the shopping environment of "offline" channels,and enrich the experience activities related to green agricultural products;Let consumers feel the "online and offline" channel integration to buy the time advantage,currency advantage and so on.To improve consumers' satisfaction with channel integration and promote the healthy development of "online and offline" channel integration mode of green agricultural products enterprises.