Research on Influencing Factors of Consumers’ Satisfaction with Online Shopping of Fresh Agricultural Products

DOI

10.2991/978-94-6463-108-1_27How to use a DOI?

Keywords

Fresh e-commerce; Online shopping satisfaction; Structural equations

Abstract

In recent years, fresh e-commerce has developed rapidly, but the intensification of industry competition has brought new challenges to fresh e-commerce enterprises. This research studies the influencing factors of consumers’ satisfaction with online shopping of fresh agricultural products. The results show that pre-purchase expectation has a negative impact on consumer satisfaction. Perceived value, logistics distribution, reputation and after-sales service have a significant positive impact on consumer satisfaction, while online platform has no significant impact on consumer satisfaction. Finally, based on the research conclusions, this study puts forward some countermeasures and suggestions on improving customer satisfaction.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xuan Wang
PY  - 2022
DA  - 2022/12/30
TI  - Research on Influencing Factors of Consumers’ Satisfaction with Online Shopping of Fresh Agricultural Products
BT  - Proceedings of the 2022 International Conference on Computer Science, Information Engineering and Digital Economy (CSIEDE 2022)
PB  - Atlantis Press
SP  - 236
EP  - 243
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-108-1_27
DO  - 10.2991/978-94-6463-108-1_27
ID  - Wang2022
ER  -