A Study Of Strategy For Development Of E-commerce Platform Of Fresh Agricultural Products Based On Consumers' Perceived Value

With the continuous increase in the number of online shoppers in China,e-commerce has developed rapidly in various fields.Among them,the number of fresh e-commerce platforms has increased significantly,and the competition between platforms has become increasingly fierce.The purpose of this study is to analyze the component dimensions of consumers' perceived value,deeply analyze the mechanism of their impact on consumer behavior,and make recommendations for the development of fresh e-commerce platforms to help them understand consumer's subjective evaluation and Perceive the experience to formulate a specific development strategy suitable for the characteristics of your platform.Based on relevant research literature at home and abroad,the five dimensions of consumer perceived value of fresh platform are summarized,which are perceived product value,logistics value,service value,security value and interactive design value.According to the data reports of authoritative assessment agencies at home and abroad,the relevant indicators of consumer behavior in the development of the fresh e-commerce platform were refined,that is,the number of consumer registrations,active number,orders and purchases.These indicators represent the registration and browsing of consumers.Purchases and other behaviors will affect the platform's user scale,number of active users,orders and transaction volume and other indicators,which will affect the platform's development scale,attractiveness,operating capacity and profitability.Based on the technology acceptance model,a model of the impact of perceived value on consumer behavior was constructed.405 valid data were obtained from a questionnaire survey.SPSS software was used to analyze the impact of various dimensions of perceived value on consumer behavior.The research results show that the five dimensions of perceived value have a positive impact on consumers' registration,browsing,and purchase intentions.Among them,the perceived product value has the most positive impact on consumers 'registration and browsing intentions;the perceived logistics value and service value have the most significant impact on consumers' purchase intention;the most affected safety value is the user's willingness to register,And the biggest influence of perceived interaction design value is the user's willingness to browse.Based on the research results,the fresh food e-commerce platform can improve its own characteristics from the following aspects,so as to obtain greater development.First,product quality is the fundamental guarantee for the development of fresh food platforms and its core competitiveness.Fresh food platforms need to enhance product value in terms of implementing product quality assurance measures and increasing product selection diversity.Second,improve service value,improve after-sales service,and provide high-quality logistics services,thereby enhancing the profitability of the platform.The platform can enhance the level of logistics services from aspects such as strengthening online business capabilities,perfecting the after-sales system to improve after-sales service,and choosing a reasonable logistics network construction plan.Third,enhance the security value,strengthen the protection of personal privacy and ensure the safety of transaction funds,and stabilize user trust,thereby expanding the scale of the platform.The platform should proactively display privacy protection regulations to enhance consumer trust and support diversified payment methods to reduce consumer concerns about fund security.Fourth,from the aspects of improving the operation interface and introducing interesting experience to optimize the interaction design,thereby enhancing the value of interaction design and increasing the attractiveness of the platform.