Study On The Factors Influencing Consumer Satisfaction Of Specialty Agricultural Products E-Commerce

In recent years,with the development of the Internet,China’s agricultural modernization has been steadily promoted.Under the increasing policy support and the continuous development of e-commerce technology,the characteristic agricultural products e-commerce model has become a new mode of rural economic development,playing an important role in promoting the optimization of rural industrial structure and improving farmers’ income.However,due to the particularity of characteristic agricultural products,along with uneven product quality and low consumer satisfaction,consumers’ willingness to buy again has been greatly affected,making the development of characteristic agricultural products on e-commerce platforms gradually enter a bottleneck period.How to improve the consumer satisfaction of the characteristic agricultural products on the ecommerce platform has become the key to the competition between the characteristic agricultural products and the e-commerce platform,as well as an important prerequisite to cultivate,develop and maintain loyal customers.This thesis constructs a theoretical model of the factors influencing consumer satisfaction of characteristic agricultural products on e-commerce platforms based on the characteristics of characteristic agricultural products and CCSI model,combined with the current business characteristic of e-commerce platforms,and proposes research hypotheses.Scales are designed from factors such as purchase expectations,e-commerce platform design,product quality and logistics quality.This thesis took consumers who had shopping experience in Zhuji city on the e-commerce platform for characteristic agricultural products as the survey target,and collected data in the form of questionnaires,obtaining316 valid questionnaires.The valid sample data were analysed using SPSS26.0 for descriptive statistics,reliability and validity.The research hypotheses were verified by constructing structural equation models through AMOS24.0 The results showed that:purchase expectations did not have a significant impact on consumer satisfaction,ecommerce platform design,product quality,logistics quality,after-sales service and consumer perceived value all had a significant positive impact on consumer satisfaction,and consumer satisfaction had a significant positive positive impact on consumer loyalty.Based on the results of the empirical study,relevant suggestions were made for the futured development of the characteristic agricultural products e-commerce platform: the platform page design meets the aesthetic trend of consumers and truthfully promotes the products;ensure the quality of characteristic agricultural products and the platform strictly controls the screening of products;improve the logistics and distribution services and increase the capital investment in logistics and distribution;introduce a unified after-sales service standard and improve the professional quality of customer service personnel.