To study the influencing factors of customer satisfaction of fresh agricultural products under the O2O E-commerce model,combined with expectation confirmation theory and customer transfer value theory,the corresponding data were obtained through questionnaire survey.A structural equation model was construc-ted,and the influence of seven factors on customer satisfaction,including pre-purchase expectation,is studied by combining intermediary effects.The results show that pre-purchase expectations,buyer com-ments,product quality,logistics and after-sales service have significant positive effects on customer sat-isfaction,while payment method and web design have no significant effects on customer satisfaction.Prod-uct quality has a direct and significant effect on customer satisfaction,and there is also a mediating effect;To examine the mediating effect of logistics delivery,buyer reviews,and after-sales service on customer satisfaction through product quality,a two-factor mediation model was constructed using logistics delivery and buyer reviews as mediating variables,and a chain mediation model was constructed using logistics de-livery and after-sales service as mediating variables.The results show that product quality can indirectly affect customer satisfaction through two factors:logistics delivery and buyer reviews and can also affect customer satisfaction through the chain structure formed by logistics delivery and after-sales service.
NETL
NSTL
万方数据
