Game Analysis of Consumers'Weak Repurchase Intention of Characteristic Agricultural Products
At the beginning of the first year of the meta-universe,consumers'lifestyles changed.Under the digital background,the marketing platform of featured agricultural products is mainly the online marketing of e-commerce platform.With the frequent occurrence of quality and safety accidents in the online consumption market of characteristic agricultural products,it is worth discussing how to improve the repurchase rate of consumers under the asymmetric information.Therefore,the purpose of this study is to put forward suggestions for improving consumers'repurchase of characteristic agricultural products,hoping to increase consumers'repurchase rate.This paper analyzed consumers'repurchase behavior through game theory,and obtained that consumers have low repurchase intention.Consumer's purchase behavior is influenced by psychological contract.Based on the analysis of transactional psychological contract,relational psychological contract and team members'psychological contract,this paper concluded that the root causes of consumers'weak willingness to rebuild including low performance income of e-commerce platform,high performance cost of e-commerce platform and low actual weak repurchase intention.Therefore,suggestions were put forward from subdividing the characteristic agricultural products market and innovating the marketing model,building a supervision and management platform for multi-subject collaborative participation,and improving consumer satisfaction.
万方数据
维普
