沈阳地区消费者网购果蔬农产品满意度调查

发布时间：2018-03-06 08:37

本文选题：消费者　切入点：满意度　出处：《沈阳农业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会的不断进步,人们生活质量的提高,互联网技术发展越来越快,网络购物目前是互联网消费主要支出项。而网络购买农产品特别是网络购买果蔬农产品作为互联网消费的的新兴事物,也逐步被越来越多的消费者所认知和接受。随着农产品的竞争越来越激烈,了解并解决果蔬农产品的购买者满意度不仅是为了网络购买果蔬农产品市场发展还是对消费者自身满意度的提高都有很好现实意义。本文围绕果蔬农产品网络购买的现状,以实地调查数据为基础,通过对国内外研究的归纳,实地调研沈阳地区消费群体对网络购买果疏农产品现阶段的满意度。借鉴现有学者成熟的李克特量表,通过分析消费者对产品、商家、网站、物流和社会五个层次的满意度来体现消费者对果疏农产品的满意度,在运用交叉表研究消费者个人特征对整体满意度产生的影响。根据本文得出结论,消费者对网络购买果蔬农产品的质量、包装、口碑、售前服务、营销策划、网页设计和物流配送速度的满意度较高。针对这些问题本文就提高沈阳地区消费者满意度分别对消费者、生产者及相关企业、社会提出以下建议:主动积极参与监督与管理;提高消费者对果蔬农产品的认知以及科学理性消费;加强农产品质量监管;完善平台建设;确保购物环境安全;积极开展营销活动并重视售后服务;加快物流基础设施建设;完善果蔬农产品质量安全的政府监管;提高宣传效率;完善农业综合执法体系以提升消费者的满意度。
[Abstract]:With the development of society, people improve the quality of life, the development of Internet technology, more and more fast, online shopping is currently the main expenditure item. Internet consumption and network purchase of agricultural products, especially the emerging network to buy fruits and vegetables as the Internet consumption, has gradually been more and more cognitive and accepted by consumers. With the competition of agricultural the product is more and more fierce, understand and solve the fruits and vegetables products buyers satisfaction is not only to buy fruits and vegetables network development of agricultural products market and consumers' satisfaction to improve has very good practical significance. This paper focuses on the status quo of fruits and vegetables to buy online, based on the field survey data, through the research of the induction. Consumer groups in Shenyang area on-the-spot investigation on the network to buy fruit and vegetable agricultural products at this stage of satisfaction. Using the existing mature scholar Li Ke The scale, through the analysis of consumer products, business website, five levels of logistics and social satisfaction to reflect consumer satisfaction of fruit and vegetable products, in the use of cross table research on the personal characteristics of consumers to the overall satisfaction. According to this conclusion, the quality of agricultural products, consumers buy fruits and vegetables on the network packaging. Reputation, pre-sales service, marketing planning, web design and high satisfaction logistics speed. To solve these problems this paper will improve the satisfaction of consumers in Shenyang respectively for consumers, producers and relevant enterprises, put forward the following suggestions: actively participate in social supervision and management; improve the consumers of fruits and other agricultural products and strengthen the scientific cognition of rational consumption; agricultural products quality supervision; perfect platform construction; ensure safe shopping environment; actively carry out marketing activities and the importance of customer service to accelerate logistics services; The construction of infrastructure, the improvement of the government supervision of the quality and safety of fruits and vegetables, the promotion of publicity efficiency, and the improvement of the comprehensive agricultural law enforcement system to improve the satisfaction of consumers.

【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6

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