大学生网购生鲜水果影响因素研究  

College Students' Online Shopping Research to the Influential Factors of Fresh Fruit

作　　者：廖依婷 徐文博[1] 张婧怡[1] 周程[1] 刘慧[1] 

机构地区：[1]湖北经济学院物流与工程管理学院,湖北武汉430050

出　　处：《物流工程与管理》2016年第9期63-67,共5页Logistics Engineering and Management

基　　金：教育部人文社科基金(项目编号:16YJC630178);湖北经济学院大学生科研项目

摘　　要：随着信息技术和电子商务的快速发展,网购生鲜逐渐兴起,大学生已然成为网络购物的主力军。但水果的强体验性和生鲜易腐等特性,使得水果网络营销在高校学生这一庞大消费群体中却并不乐观。文中从我国生鲜水果市场发展现状出发,对大学生群体特征进行归纳,得出影响大学生网购生鲜水果的前五项决定性因素:水果质量、价格、商家信誉、送达时间、退货或换货的服务保证。并对大学生网购生鲜水果退货的影响因素和期望的售后补救措施展开分析。最后提出对策和建议,以期实现生鲜水果电商与消费者的双赢。With the rapid development of information technology and e - commerce, online shopping fresh rise gradually,college students have become the main force of Internet shopping. But strong experience and fresh perishable properties of fruit,fruit network marketing in the university students in this vast consumer groups is not optimistic. Based on fresh fruit market in ourcountry development present situation, this paper summarized the characteristics of college students＇ group, it is concluded thataffect college students＊ online shopping top five decisive factors fresh fruit fruit quality, price, business credibility, delivery time,to return or exchange service guarantee. And the influence factors of college students＇ online shopping fresh fruit return analysisand expectations after remedial measures. Finally put forward some countermeasures and Suggestions, in order to realize win - winsituation of fresh fruit electric business and consumers.

关 键 词：大学生 网购 生鲜水果 影响因素 

分 类 号：F601[经济管理—产业经济]