Research On The Influence Of Consumer Perception On The Willingness To Continue Using The Community Fresh E-Commerce Platform

Community fresh e-commerce trading platform has gradually become one of the main ways for community consumers to consume fresh products,which can effectively meet the consumer needs of community consumers.With the continuous improvement of the development level of the community fresh electricity trading platform,the community fresh electricity trading platform operation mechanism also has a certain innovation,at the present stage,the community fresh electricity trading platform includes routine and community group buying and other emerging models.Community fresh electric business trading platform can provide targeted sellers and consumers intermediary services,collect sellers and consumers of fresh product supply and demand data,to improve the efficiency of sellers and consumers,control the cost in the process of transaction,on the basis of multi-dimensional regulation of fresh products quality,to ensure the safety of the transaction.At present,there are a large number of community fresh electricity consumers on the quality of fresh low satisfaction,and the community fresh electricity generally choose to ignore this problem,which causes consumers to the community fresh electricity trading platform acceptance of low situation.This paper first summarizes the current situation of the development of the domestic community fresh electricity business,elaborated the development process,operation process and operation mechanism of the community fresh electricity business trading platform,on this basis,put forward the current problems in the development of the trading platform.Based on the stimulus-organism-response theory,the cognitive-attitude-behavior model,Using consumer perception as an independent variable,Consumer feelings are divided into interactive feelings,safety feelings,fresh product quality feelings,fresh product supply and distribution feelings and business performance feelings of multiple dimensions,With the fresh utility of consumers as the intermediary variable,Taking the continuous use willingness of consumers’ fresh e-commerce platform as the dependent variable,Innovative introduction of the fresh quality transparency factor as a regulatory variable,In this way,the influence of consumer feelings on the willingness to continuous use,the intermediary effect of fresh utility and the regulating effect of fresh quality transparency are analyzed.In this study,the questionnaire was designed to test the validity of 519 valid questionnaires through SPSS22.0 and AMOS26.0 software,and to test the hypothesis by regression analysis.The results found that: consumer interaction,safety feelings,fresh product supply distribution feeling,fresh product quality feeling and businesses started feeling positive influence fresh utility and continuous use will,fresh utility in interactive feelings,security,fresh product supply distribution,fresh product quality and business started and consumers continue to use will between the intermediary role,fresh quality transparency between fresh utility and consumers continue to use will positive effect.Finally,based on the influence relationship between consumers ’feelings,fresh utility,fresh quality transparency and consumers’ willingness to continue to use,we will further propose effective strategies to promote consumers’ willingness to continue to use.It includes improving the community fresh e-commerce page design to enhance the interaction between consumers and the platform,ensure the information and property safety of the purchase process of fresh products,improve the quality supervision of fresh products and enrich the product types,ensure the efficiency of the supply and distribution of fresh products and ensure the quality of after-sales service of merchants.In this paper to consumer feelings as an independent variable,it is divided into five dimensions,select continuous use will as the outcome variable,and fresh utility as a intermediary variable,fresh quality transparency as a regulating variable,build a theoretical model,to explore the relationship between consumer feelings and continuous use will,so as to realize the community fresh electricity situation of consumer behavior theory related research to expand.