消费者互动对生鲜农产品网购行为的影响研究

发布时间：2018-05-12 00:26

本文选题：电子商务 + 消费者互动　；参考：《闽江学院》2017年硕士论文

【摘要】：随着互联网、大数据、移动通信技术的快速发展,消费者更加倾向于通过电子商务途径购买生鲜农产品,与民生密切相关的生鲜农产品领域在网络零售市场的渗透率越来越大。消费者互动已经成为影响生鲜农产品网购行为的重要因素。电商网站在线评价、社交应用以及第三方评价网站等渠道成为消费者对生鲜农产品等不同商品进行评价、发表个人看法的主要途径。消费者之间的互动和消费者与企业互动产生的对某一生鲜农产品的群体性、客观性、可信性的认知,会直接影响个体消费者购买行为,进而影响企业的盈利性和竞争力。然而消费者互动产生的价值目前并未被生鲜农产品电商企业所重视。因此,研究消费者互动对生鲜农产品网购行为的影响,对增加生鲜农产品销售收入、提升品牌信誉、增强企业竞争力有重要意义。本文从消费者互动现象出发,分析了消费者互动形式和内容的特点,以及生鲜农产品网购行为的影响因素,并应用Agent建模方法建立了消费者互动对生鲜农产品网购行为影响模型。通过Anylogic软件对模型进行仿真,发现微观个体属性到宏观群体性行为涌现过程规律。结合仿真实验的结论,对A公司进行了实证性分析,得到了支撑性较强的结果。最后依据这些得到的结论,提出了相关的对策和建议,并根据研究的实际情况,提出了后续相关研究的展望。
[Abstract]:With the rapid development of Internet, big data and mobile communication technology, consumers are more inclined to buy fresh agricultural products through electronic commerce. The penetration rate of fresh agricultural products which is closely related to people's livelihood is increasing in the online retail market. Consumer interaction has become an important factor affecting the online purchase of fresh agricultural products. Online evaluation of e-commerce websites, social applications and third-party evaluation sites have become the main ways for consumers to evaluate and express their personal views on different commodities such as fresh agricultural products. The interaction among consumers and the cognition of the group objectivity and credibility of a fresh agricultural product produced by the interaction between consumers and enterprises will directly affect the purchasing behavior of individual consumers and then affect the profitability and competitiveness of enterprises. However, the value of consumer interaction has not been taken seriously by e-commerce enterprises of fresh agricultural products. Therefore, it is of great significance to study the influence of consumer interaction on the online purchase behavior of fresh agricultural products, to increase the sales income of fresh agricultural products, to enhance brand reputation and to enhance the competitiveness of enterprises. Based on the phenomenon of consumer interaction, this paper analyzes the characteristics of the form and content of consumer interaction, as well as the influencing factors of the online purchase behavior of fresh agricultural products. The influence model of consumer interaction on online purchase behavior of fresh agricultural products was established by using Agent modeling method. Through the simulation of the model by Anylogic software, the emerging process law of micro individual attribute to macro group behavior is found. Combined with the conclusion of the simulation experiment, the empirical analysis of company A is carried out, and the results of strong support are obtained. Finally, according to these conclusions, the relevant countermeasures and suggestions are put forward, and according to the actual situation of the study, the prospect of follow-up related research is put forward.
【学位授予单位】：闽江学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F724.6;F713.55

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