基于小程序的消费者生鲜产品购买意愿研究

A Study on Consumer Purchase Intention of Fresh Products Based on Applet

摘要: 随着互联网的爆发式增长，生鲜产品逐渐走向电商舞台，大波生鲜电商企业因此崛起。生鲜产品作为日常生活必需品，市场需求量极大，如何在大量竞争者中保持竞争优势，提高客户的购买意愿是企业急需考虑的问题。本文在整理总结前人的研究基础上，从生鲜平台角度提出产品可溯源性、产品新鲜度、透明度、信息质量、情景互动和交互设计6个影响因素，并以消费者的态度为中间变量，建立影响用户购买意愿的结构方程模型。研究结果表明：产品可溯源性、产品新鲜度、透明度对消费者使用微信小程序进行生鲜产品购买的影响并不显著，信息质量、情景互动、交互设计对消费者使用微信小程序购买生鲜产品有显著的正向影响，消费者对生鲜平台的态度对自身的购买意愿具有显著正向影响。根据研究结论，本文为企业提高消费者对平台的好感度，进而增加消费者购物的积极性提出了相关可行性的建议。

Abstract: With the explosive growth of the Internet, fresh products are gradually moving towards the e-commerce stage, which has led to the rise of large wave of fresh e-commerce enterprises. As a daily necessity, fresh products have a huge market demand. How to maintain a competitive advantage among a large number of competitors and improve customer purchasing willingness is an urgent issue that enterprises need to consider. On the basis of summarizing previous research, this article proposes six influencing factors from the perspective of fresh food platforms: product traceability, product freshness, transparency, information quality, situational interaction, and interaction design. With consumer attitude as the intermediate variable, a structural equation model is established to influence user purchase intention. The research results indicate that product traceability, freshness, and transparency do not have a significant impact on consumers using WeChat applet to purchase fresh products. Information quality, situational interaction, and interaction design have a significant positive impact on consumers using WeChat applet to purchase fresh products. Consumer attitudes towards the fresh platform have a significant positive impact on their own purchase intention. Based on the research findings, this article proposes feasible suggestions for enterprises to improve consumer favorability towards the platform and thereby increase consumer shopping enthusiasm.