生鲜农产品电商平台服务质量对顾客忠诚的影响研究
朱红梅 1王崇彩1
作者信息
- 1. 安徽科技学院 管理学院,安徽 蚌埠 233000
- 折叠
摘要
随着"互联网+"的快速发展,各大行业开始活跃在电商领域,网络购物成为主流趋势,激发消费者在线购物的需求.生鲜电商迅猛发展趋势尤为显著,安全、可靠、便利的电商平台服务质量受到消费者的信赖.在此背景下,探究顾客忠诚的影响要素对生鲜农产品电商企业的发展具有重要的现实意义.因此,该研究提出从有形性、可靠性、响应性、便利性和易用性 5 个维度去分析服务质量对顾客忠诚的影响,并构建理论模型.对信度、效度及路径进行分析.研究结果表明,生鲜农产品电商服务质量对顾客购买行为有具有直接的正向影响;其中可靠性和便利性影响最为显著,其结果对生鲜农产品电商企业制定有效的营销策略有推动作用.
Abstract
With the rapid development of"Internet Plus",various major industries have become active in the field of e-commerce,and online shopping has become the mainstream trend,stimulating the demand of consumers for online shopping.The rapid development trend of fresh e-commerce is particularly significant,and the service quality of safe,reliable and convenient e-commerce platform has been trusted by consumers.In this context,exploring the influencing factors of customer loyalty is of great practical significance to the development of fresh agricultural products e-commerce enterprises.Therefore,this study proposes to analyze the impact of service quality on customer loyalty from five dimensions:visibility,reliability,responsiveness,convenience and ease of use,and constructs a theoretical model.The reliability,validity and path were analyzed.The results show that the e-commerce service quality of fresh agricultural products has a direct positive impact on customer purchase behavior,among which reliability and convenience are the most significant,and the results can promote the formulation of effective marketing strategies for fresh agricultural products e-commerce enterprises.
关键词
"互联网+"/生鲜电商平台/农产品/服务质量/顾客忠诚Key words
"Internet Plus"/fresh e-commerce platform/agricultural products/service quality/customer loyalty引用本文复制引用
基金项目
安徽省哲学社会科学规划项目(AHSKY2020D17)
出版年
2024
国家科技期刊平台
NSTL
维普
万方数据