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论文编号：	13947
作者编号：	2120213319
上传时间：	2023/6/6 21:06:17
中文题目：	生鲜电商平台用户持续使用意愿影响因素研究
英文题目：	Research on the Influencing Factors of Users'' Continuance Intention of Fresh E-commerce Platform
指导老师：	申光龍
中文关键字：	生鲜电商平台；用户持续使用意愿；影响因素
英文关键字：	Fresh E-commerce Platform; Users'' Continuance Intention; Influencing Factors
中文摘要：	随着移动用户数量的扩大、网络购物渗透率的持续增加和消费升级带来的品质化生活追求，用户通过网络购买生鲜农产品的需求不断扩大。生鲜电商平台拥有丰富的售卖产品组合、便捷高效的物流配送体系、良好的售后服务、多样化的优惠促销活动和个性化的大数据推荐机制，这些特点给用户带来了很大的价值，使他们在线上就可以轻松方便地购买到新鲜、优质、实惠的生鲜农产品，从而有效弥补了传统生鲜零售模式下的一些消费痛点。 伴随着国家政策的扶持鼓励、大数据等现代化信息科技的进步和冷链物流运输技术的更新，生鲜电商平台的发展模式愈加丰富与成熟，其用户覆盖数量也越来越多，用户对平台的依赖度不断提高。生鲜电商行业在我国获得了飞快的发展，且未来仍将保持高速增长。 在这样的背景之下，盒马鲜生、每日优鲜等平台涌现，纷纷进军生鲜电商领域以迎接新的发展机遇。然而，激烈的行业竞争之下，生鲜电商平台的问题逐渐显露，用户流失愈加明显，许多生鲜电商平台面临着用户留存率过低、难以实现盈利等困境，不得不选择退出生鲜电商市场。 生鲜电商平台的核心是用户，用户能够带来更多的流量和更大的盈利空间，要想长期稳定立足于生鲜电商行业，用户使用频率、用户持续使用是值得探讨的问题。有研究表明，电商企业是否能够持续性发展，很大程度上与用户的持续使用意愿有关。基于此，本研究重点开展了针对生鲜电商用户持续使用意愿影响因素的研究，希望能够在一定程度上补充生鲜电商领域的相关研究，促进生鲜电商行业在以用户为中心的理念上不断发展前进。 本研究对相关文献资料进行了梳理和归纳，结合我国生鲜电商平台的具体特点，对技术接受模型和信息系统持续使用模型进行了整合，并新引入了感知信任、习惯、社群影响和感知风险4个变量，构建了生鲜电商平台用户持续使用意愿模型。本研究共提出了14条假设，参考设计相关量表后进行问卷调查，共收集到248份有效问卷。而后运用SPSS和AMOS软件展开实证研究，对假设进行验证，探究对生鲜电商平台用户持续使用意愿产生影响的因素以及因素间的作用关系。 研究发现，期望确认程度、感知有用性、感知易用性、习惯、社群影响和满意度会对用户持续使用生鲜电商平台的意愿产生直接或间接的影响。基于研究结论，本文有针对性地提出了多项对策建议，以推动我国生鲜电商平台的健康可持续发展。
英文摘要：	With the expansion of the number of mobile users, the continuous increase in online shopping penetration, and the pursuit of high-quality life brought about by consumption upgrading, the demand for users to purchase fresh agricultural products online continues to expand. The fresh e-commerce platform has diverse promotional promotions, a convenient and efficient logistics and distribution system, good after-sales service, a rich sales product portfolio, and personalized big data recommendation mechanisms. These characteristics bring great value to users, making it easy and convenient for them to purchase fresh, high-quality, and affordable fresh agricultural products online, effectively compensating for some of the consumption pain points under the traditional fresh retail model. With the support and encouragement of national policies, the progress of modern information technology such as big data, and the update of cold chain logistics and transportation technology, the development model of the fresh e-commerce platform has become increasingly rich and mature, its user coverage has also increased, and the dependence of users on the platform has constantly improved. The fresh e-commerce industry has achieved rapid development in China and will continue to maintain rapid growth in the future. Against this background, platforms such as Fresh Hema and Missfresh Limited were born, and they began to enter the field of fresh agricultural products to meet new development opportunities. However, under the fierce industry competition, the problems of fresh e-commerce platforms are gradually emerging, and the loss of users is becoming increasingly evident. Many fresh e-commerce platforms are facing difficulties such as low user retention rates and difficulties in achieving profitability, and have to choose to exit the fresh e-commerce market. The core of the fresh e-commerce platform is users, who can bring more traffic and greater profit space. If you want to establish a stable foothold in the fresh e-commerce industry for a long time, users' usage frequency and continuous use are issues worth exploring. Research has shown that whether e-commerce enterprises can sustain development is largely related to users' continuance intention. Based on this, this study focuses on the research on factors affecting the continuance intention of fresh e-commerce users, hoping to supplement relevant research in the field of fresh e-commerce to a certain extent, and promote the continuous development and progress of the fresh e-commerce industry based on the concept of user centered. This study has combed and summarized relevant literature and materials, combined with the specific characteristics of China's fresh e-commerce platform, integrated the TAM and ECM-IT model, and newly introduced four variables, namely, perceived trust, habits, social impact, and perceived risk, to build a model of users' continuance intention of fresh e-commerce platform. In this study, a total of 14 hypotheses were proposed, and a questionnaire survey was conducted after referring to the design of relevant scales. A total of 248 valid questionnaires were collected. Then use SPSS and AMOS software to conduct empirical research to verify the hypothesis, exploring the factors that affect the willingness of fresh e-commerce platform users to continue using and the relationship between the factors. Research has found that the degree of expectation confirmation, perceived usefulness, perceived ease of use, habits, social impact, and satisfaction can have direct or indirect impacts on users' continuance intention of fresh e-commerce platform. Based on the research conclusions, this article proposes a number of targeted countermeasures and suggestions to promote the healthy and sustainable development of China's fresh e-commerce platform.
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