摘 要

由于生鲜自身的特殊性，曾被称拥有大好发展前景的生鲜电商行业的发展受到限制，很多生鲜电商公司均面临着低利润高成本的问题，最后在激烈的市场竞争中被淘汰。为了生存和发展，生鲜电商行业不断探索着适合生鲜行业的发展模式，最终O2O模式受到生鲜电商行业的追捧。在此背景下，本文在前人的研究基础上研究影响生鲜O2O模式公司顾客满意度的因素，为提升生鲜O2O模式公司的顾客满意度提供建议，并帮助其公司进一步发展，提高市场竞争力。

本文以百果园公司为例，通过对其自身的特点的分析并查阅了大量的资料，将影响百果园公司顾客满意度的因素分为感知线上质量、感知线下质量、感知价值和顾客期望，并在ACSI模型的基础上构建理论框架，之后进行调查问卷的设计发放和数据样本的回收，然后对数据样本使用SPSS24.0软件进行描述性统计分析、信度和效度分析，然后用AMOS24.0工具建立并分析结构方程模型中各个变量之间的关系，最后基于结果提出相应的建议。

研究结果显示，感知线上质量、感知线下质量、感知价值均显著正向影响顾客满意度，且感知线下质量的影响程度高于感知线上质量，而顾客期望负向影响顾客满意度，并且网页设计、网页操作流程的简易、售后服务质量、实体店环境、店员服务态度、价格、产品质量等变量对潜变量的影响较高。本文通过实证分析结果提出以下建议：（1）提升感知线上质量：美化网页设计，简化操作流程；丰富产品种类，详细产品信息；完善健全线上售后服务管理。（2）提升感知线下质量：保证产品质量，提升产品性价比；增设礼仪培训，改善服务态度；美化产品包装，保护产品完好。（3）提升感知价值：为顾客提供更多高性价比的产品。

关键词：O2O模式；生鲜电商；顾客满意度；影响因素

Research on influencing factors of customer satisfaction under the fresh O2O mode--Take Pagoda Orchard for example

ABSTRACT

Due to the particularity of fresh food itself, the development of fresh food e-commerce industry, which has been said to have a good development prospect, is limited. Many fresh food e-commerce companies are faced with the problem of low profit and high cost, and finally are eliminated in the fierce market competition. In order to survive and develop, the fresh e-commerce industry is constantly exploring the development mode suitable for fresh industry, and finally the O2O mode is sought after by the fresh e-commerce industry. In this context, this paper studies the factors affecting the customer satisfaction of fresh O2O mode companies on the basis of previous studies, so as to provide suggestions for improving customer satisfaction of fresh O2O mode companies, and help them further develop and improve market competitiveness.

Based on the best orchard company as an example, through the analysis of the characteristics of its own and access to a large amount of data, the factors influencing the orchard company customer satisfaction can be divided into online quality perception, perception offline quality, perceived value and customer expectations, and on the base of ACSI model constructs theoretical framework, design the questionnaire and get sample data. SPSS24.0 software was used to conduct descriptive statistical analysis, reliability analysis and validity analysis on the sample data, and then the structural equation model was constructed and the relationship between various variables was analyzed with the AMOS24.0 tool. Finally, corresponding Suggestions were put forward based on the results.

The results show that perceived online quality, perceived offline quality and perceived value have a positive impact on customer satisfaction, but customer expectation has a negative impact on customer satisfaction. The perceived offline quality has a higher impact on customer satisfaction than the perceived online quality, and the variables such as web page design, simplicity of web page operation process, after-sales service quality, physical store environment, service attitude of shop assistants,

price and product quality have a higher impact on latent variables. Based on the empirical analysis results, this paper puts forward the following suggestions: (1) improve the perceived online quality: beautify the web design, and simplify the operation process; detailed product information, and and keep pictures and products the same; improve online after-sales service management. (2) improve perceived offline quality: ensure product quality, and improve product cost performance; addition of etiquette training, and improve service attitude; beautify the packaging, and keep the product intact. (3) enhance perceived value: provide customers with more cost-effective products.

Key words: O2O mode; E-commerce of fresh agricultural products; customer satisfaction; factors

目 录

1 绪论 1

1.1 研究背景与意义 1

1.1.1 研究背景 1

1.1.2 研究目的 1

1.1.3 研究意义 2

1.2 研究内容和方法 3

1.2.1 研究内容 3

1.2.2 研究方法 4

1.3 研究主要创新点 4

2 相关概念和文献综述 5

2.1 相关概念 5

2.1.1 O2O模式的概念 5

2.1.2 生鲜农产品的概念 5

2.1.3 顾客满意的概念 5

2.2 相关理论基础 6

2.2.1 相关理论 6

2.2.2 顾客满意度指数模型 6

2.2.3 结构方程模型 7

2.3 文献综述 8

2.3.1 国内外研究现状 8

2.3.2 总结 12

3 生鲜电商O2O模式的发展现状及存在的问题 13

3.1 O2O模式下生鲜电商的发展现状及优势 13

3.1.1 O2O模式下生鲜电商的发展现状 13

3.1.2 O2O模式下生鲜电商的发展优势 13

3.2 存在的主要问题 14

3.2.1 生鲜产品自身的特殊性 14

3.2.2 冷链物流设施不完善 14

3.2.3 用户线上消费习惯难培养 14

3.2.4 供应商难管理，生鲜产品质量未标准化 14

4 生鲜O2O模式下顾客满意度模型构建 15

4.1 百果园公司顾客满意度影响因素分析 15

4.1.1 感知线上质量 15