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.
国家科技期刊平台
NSTL
万方数据
维普
