Study On Customer Loyalty Infulence Factors Of Online Fresh Products

As the rapid development of the Internet and e-commerce at present,more and more consumers through online shopping to meet their consumer demand,online retail sales in the total retail sales in China's increasingly high proportion,provide a strong impetus for the development of China's macro economy.As China's online shopping products in the hot,high speed with the development of the logistics industry,fresh agricultural products also get rid of the original geographical restrictions.It is sought after by more and more businesses,e-commerce platforms and consumers.In this new wave of e-commerce development,how to cultivate customer's brand loyalty is a key issue for all the producers of fresh agricultural products,the platforms of e-commerce and the fresh logistics enterprises in current.It is not only related to the profits of the enterprise,but also to whether the major manufacturers can stand firm in the new competitive field.Based on this background,this paper adopts the combination of qualitative analysis and quantitative analysis on the factors of customer loyalty for online shopping fresh agricultural products.First,researchs of domestic and foreign scholars on customer loyalty and influencing factors and online shopping fresh agricultural products were analyzed and sorted out.From their point of view,author puts forward reasonable assumptions,and constructs the research model.Then the design of the questionnaire is carried out and the results of the investigation are quantified.Then using SPSS analysis software and AMOS analysis software to analyze the collected data in order to verify the research hypothesis and research model.The results show that the characteristics of online website,the quality of product and service,the quality of logistics service,customer trust and conversion cost have a positive impact on customer satisfaction.Customer trust,conversion cost and customer satisfaction have a significant positive impact on customer loyalty also.The factors of customer loyalty on online purchase of fresh agricultural products are mainly from six aspects:site characteristics,the quality of product and service,logistics service quality,customer trust,customer satisfaction and switching cost.Finally,according to the above conclusions,author puts forward the network marketing strategy of fresh agricultural products from raising the online shopping customer satisfaction,optimizing online web audio-visual experience,careful use of switching cost,improving product and service quality,and improving logistics service quality etc.We hope it can improve the customer loyalty of fresh online products and provide reference value for fresh agricultural producers,e-commerce platforms and fresh logistics enterprises.