生鲜电商O2O平台消费者满意度影响因素的调查与分析(含调查问卷)

生鲜电商O2O平台消费者满意度影响因素的调查与分析(含调查问卷)(论文19000字)
摘要
近年来，生鲜电商市场发展日益蓬勃，电商企业在商业模式上不断转型升级。其中，O2O模式下的生鲜电商平台通过整合利用线上和线下资源的优势受到越来越多的消费者的欢迎。但是，O2O模式下的生鲜电商行业渗透率低、市场竞争力强，尤其是在中小型城市，消费者更青睐于传统的线下零售渠道。如何提高生鲜电商O2O平台市场渗透率和提高消费者满意度对企业来说是一个重要的问题。
本文以芜湖市的消费者为调查对象，结合目前芜湖市O2O生鲜电商的市场发展现状，提出5个满意度影响因素并进行假设，通过调查问卷的形式收集样本数据，然后对5大影响因素进行验证，最后得出产品价格、物流配送、产品品质、产品种类和平台条件5大影响因素对消费者满意度均产生显著的正向影响。最后根据样本数据所反映的问题提出相关建议，以提升芜湖市生鲜电商O2O平台的市场渗透率和消费者满意度。
关键词：生鲜电商  O2O  消费者满意度影响因素

Investigation and analysis of influencing factors of consumer satisfaction on fresh e-commerce O2O platform——Take wuhu for example
ABSTRACT
In recent years, the development of fresh electricity market is increasingly vigorous, e-commerce enterprises in the business model of continuous transformation and upgrading. Among them, the fresh food e-commerce platform under the O2O model is welcomed by more and more consumers through the integration of online and offline resources.However, under the O2O model, the fresh food e-commerce industry has a low penetration rate and strong market competitiveness. Especially in small and medium-sized cities, consumers prefer traditional offline retail channels. How to improve the market penetration rate of fresh e-commerce O2O platform and improve consumer satisfaction is an important issue for enterprises.
In this paper, Wuhu consumers as the survey object, Combined with the current market development status of O2O fresh food e-commerce in Wuhu, Five factors influencing satisfaction were proposed and hypothesized. Sample data were collected in the form of questionnaires. Then the five influencing factors are verified, and the conclusion is drawn that the five influencing factors of product price, logistics distribution, product quality, product category and platform condition all have significant positive effects on consumer satisfaction. Finally, relevant Suggestions are proposed based on the problems reflected in the sample data to improve the O2O platform penetration rate and consumer satisfaction of fresh food e-commerce in Wuhu.
Key Words: Fresh e-commerce; O2O; Consumers;Satisfaction; Influence factor

目录
摘要    I
ABSTRACT    II
第一章绪论    1
1.1 研究背景与意义    1
1.2 研究内容和方法    1
1.2.1 研究内容    1
1.2.2 研究方法    4
第二章文献综述    5
2.1 生鲜电商的含义及发展历程    5
2.1.1 生鲜电商的含义    5
2.1.2 发展历程    5
2.2 国内外生鲜电商发展现状    5
2.2.1 国内生鲜电商发展现状    5
2.2.2 国外生鲜电商发展现状    6
2.3 国内外生鲜电商研究现状    7
2.3.1 国内生鲜电商研究现状    7
2.3.2 国外生鲜电商研究现状    8
第三章国内外生鲜电商O2O平台现状    10
3.1 生鲜电商平台O2O模式的含义    10
3.1.1 O2O模式的含义    10
3.1.2 生鲜电商O2O模式的含义    10
3.1.3 生鲜电商O2O平台的运营模式    10
3.2 国内生鲜电商O2O平台    10
3.3 国外生鲜电商O2O平台    11
第四章生鲜电商O2O平台满意度调查    13
4.1 问卷设计    13
4.1.1 问卷的发放与回收    13
4.1.2 满意度影响因素及关系假设    13
4.1.3 调查问卷的信度与效度分析    13
4.2 数据整理与分析    14
4.2.1 样本基本信息分析    14
4.2.2 生鲜电商O2O平台使用情况分析    17
4.2.3 生鲜电商O2O平台产品购买情况分析    18
4.2.4 生鲜电商O2O平台线下门店要素分析    18
4.3 满意度影响因素实证分析    19
4.3.1 假设验证    19
4.3.2 影响因素分析    19
第五章存在的问题    21
5.1 存在问题分析    21
5.2 小结    22
第六章建议    23
结束语    25
参考文献    26
附录    28
致谢    30