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寄递方式及寄后品质对鲜食葡萄电商购买需求的影响

Influence of Delivery Mode and Post-delivery Quality on the Purchase Demand of Fresh Table Grape
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摘要 综合考察了消费者对鲜食葡萄电商寄递方式和寄后商品品质的接受程度,探讨消费者购买和再购买意愿的影响因素,以有效应对激烈的行业竞争。调查采用网上问卷方式,共收集700份有效样本,并运用交叉分析等方法对样本数据进行分析。结果显示,消费者可接受的寄递时长为48h以内;消费者对鲜食葡萄寄后品质可接受范围为:霉变率≤整箱净重量的5%,落粒率≤整箱净重量的10%,破损率≤整箱净重量的10%。同时,鲜食葡萄的商品品质及价格是决定消费者购买意愿及消费满意度的重要因素。基于本项鲜食葡萄电商购买需求影响因素问卷调研,提出鲜食葡萄电商的发展建议。 This paper comprehensively investigated consumers'acceptance of fresh table grape delivery methods and post-delivery product quality in e-commerce,exploring the influencing factors of consumers'purchasing and repurchasing intentions to effectively respons to intense industry competition.A total of 700 valid samples were collected by an online questionnaire,and methods such as cross-analysis were employed to analyze the sample data.According to the research results,the acceptable delivery time for consumers is within 48 h;the acceptable range of consumers for the quality of fresh table grapes post-delivery is:mildew rate≤5%of the net weight of the whole box,shattering rate≤10%of the net weight of the whole box,and damage rate≤10%of the net weight of the whole box.At the same time,the quality and price of fresh table grapes are important factors determining consumers'purchasing intentions and consumption satisfaction.Based on the questionnaire survey on the influencing factors of fresh table grape ecommerce purchasing demand,development suggestions for fresh table grape e-commerce are put forward.
作者 梁欣 魏婧怡 赵通 姚刚 朱志强 阎瑞香 LIANG Xin;WEI Jingyi;ZHAO Tong;YAO Gang;ZHU Zhiqiang;YAN Ruixiang(Shenzhen SF Taisen Holding(Group)Co.,Ltd.,Shenzhen 518000,China;College of Light Industry Science and Engineering,Tianjin University of Science and Technology,Tianjin 300457,China;National Engineering and Technology Research Center for Preservation of Agricultural Products(Tianjin),Key Laboratory of Storage of Agricultural Products,Ministry of Agriculture and Rural Affairs,Tianjin Key Laboratory of Postharvest Physiology and Storage of Agricultural Products,Tianjin 300384,China)
出处 《保鲜与加工》 CAS 北大核心 2024年第12期116-123,共8页 Storage and Process
基金 国家葡萄产业技术体系项目(CARS-29) 顺丰横向合作项目(90202205240357)。
关键词 鲜食葡萄 购买意愿 寄递方式 寄后品质 电商 fresh table grapes purchasing intention delivery method post-delivery quality e-commerce
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