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消费者的购买意愿关乎蔬菜产品电子商务的前途和命运。采用扎根理论的方法,得到了蔬菜电子商务消费者购买意愿影响因素模型,并特别强调了物流配送对于蔬菜产品消费者购买意愿的影响。据此提出建议:根据所处的市场结构及自身的特点进行战略选择和新市场的渗透;完善物流配送体系和售后服务体系,降低消费者的购买风险,提高顾客黏度。
Consumer willingness to buy relates to the future and destiny of e-commerce in vegetable products. By using grounded theory, we get the model of influence factors of purchase intention of vegetable e-commerce consumers, and especially emphasize the impact of logistics and distribution on the purchase intention of consumers of vegetable products. Based on this, it puts forward some proposals: to make strategic choice and new market penetration according to the market structure and its own characteristics; to improve the logistics and distribution system and after-sales service system so as to reduce the purchase risk of consumers and increase the viscosity of customers.