网购生鲜平台客户忠诚度影响因素 研究——以美团优选为例

Analysis of Factors Influencing Customer Loyalty on Online Fresh Food Platforms—Taking Meituan Preferred as an Example

摘要: 生鲜电商自2005年发展以来，随着消费电子化、传统零售转型及国家政策推动，成长速度不断加快。美团优选的社区电商模式，通过线上展示、线下自提实现了两者的深度融合。然而，生鲜电商仍存在保鲜不足、安全标准待提高等问题，导致消费者满意度低、平台忠诚度难以建立。本文旨在探索忠诚度的影响因素，促进行业健康发展。本文概括了国内生鲜电商发展现状及美团优选基本情况，涉及的研究方法包括问卷调查法和实证研究法。基于顾客忠诚度的综合论，将客户忠诚度作为因变量，以生鲜品牌形象、生鲜产品期望、生鲜实际感受、生鲜平台互动、生鲜平台安全、生鲜物流服务和生鲜售后服务为自变量构建研究框架，共收集320份有效问卷并借助SPSS软件进行数据分析。本文假设生鲜品牌形象、实际效用、平台互动、物流服务和售后服务对消费者忠诚有正向影响，研究证实了实际感受、平台互动和售后服务对客户忠诚度的正向影响作用成立，而品牌形象和物流服务未获得支持。最后针对平台提出健全质量检测系统、完善冷链系统、提高配送速度、加强企业承诺以降低感知风险、强化客户关系管理等建议，希望能够促进平台和行业健康发展和丰富相关理论。

Abstract: Since its inception in 2005, the fresh food e-commerce sector has seen its growth accelerate steadily, driven by the shift toward online consumption, the transformation of traditional retail, and government policies. Meituan Youxuan’s community e-commerce model has achieved a deep integration of online and offline operations through online product display and offline self-pickup. However, the fresh food e-commerce sector still faces issues such as inadequate freshness preservation and safety standards that need improvement, leading to low consumer satisfaction and difficulties in building platform loyalty. This paper aims to explore the factors influencing loyalty to promote the healthy development of the industry. It summarizes the current state of China’s fresh food e-commerce sector and the basic situation of Meituan Youxuan, employing research methods including questionnaire surveys and empirical research. Based on the integrated theory of customer loyalty, this study treats customer loyalty as the dependent variable and constructs a model with fresh food brand image, expectations of fresh food products, actual perceptions of fresh food, platform interaction, platform safety, logistics services, and after-sales services as independent variables. A total of 320 valid questionnaires were collected, and data analysis was conducted using SPSS software. This study hypothesizes that fresh food brand image, perceived utility, platform interaction, logistics services, and after-sales services have a positive impact on consumer loyalty. The findings confirm the positive effects of perceived experience, platform interaction, and after-sales services on customer loyalty, while the hypotheses regarding brand image and logistics services were not supported. Finally, recommendations were proposed for the platform, including establishing a robust quality inspection system, improving the cold chain system, increasing delivery speed, strengthening corporate commitments to reduce perceived risk, and enhancing customer relationship management. It is hoped that these recommendations will promote the healthy development of the platform and the industry and enrich relevant theoretical frameworks.