基于消费者主权的生鲜电商消费体验设置  

To Implant Consumption Experience for E-commerce of Fresh Agricultural Products based on Consumer Sovereignty

作　　者：邵腾伟 吕秀梅[2] SHAO Teng-wei;LV Xiu-mei(Reseach Center for Economy of Upper Reaches of Yangtse River,Chongqing Technology and Business University,Chongqing 400067,China;School of Finance,Chongqing Technology and Business University,Chongqing 400067,China)

机构地区：[1]重庆工商大学长江上游经济研究中心,重庆400067 [2]重庆工商大学财政金融学院,重庆400067

出　　处：《中国管理科学》2018年第8期118-126,共9页Chinese Journal of Management Science

基　　金：重庆市社科规划项目(2013YBJJ033);国家社科基金一般资助项目(14BJY180);国家社科基金重点资助项目(14AJY021)

摘　　要：针对消费者对国内生鲜农产品质量安全的＂信任危机＂,本文构建了植入消费体验的生鲜电商C2B2B2C模型,让碎片化的消费者通过互联网就近聚合为社群化的食物社区,生产者通过合作社聚合为规模化生产基地,食物社区与生产基地借助电商平台进行产销对接、以销定产和消费体验。研究表明,在传统B2C模式下消费者只能依据供应商提供的信息进行Stackelberg博弈和有限消费体验,购买需求较少。当植入充分的消费体验后,生产者与消费者融合为prosumer,购买需求随消费者对生产者的信任度增加而增加。实证揭示,农耕生产、质量追溯、物流配送、网购操作、产品呈现和售后服务都会显著影响消费体验,电商平台要实现商业可持续性发展必须为消费者设置这些全面而丰富的体验场景。China＇s agricultural product quality is not bad,but the reliability of consumers is not high.The reason is that consumers are influenced by a series of vicious quality incidents in the past,and thus have cast doubt on the quality of domestic agricultural products.To improve consumer confidence,it is of great importance to deepen the structure reform from the agriculture supply side,adjust the product structure and enhance product quality.Furthermore,it is also necessary to implant full of consumption experience on the supply side of agricultural product to let consumers know the story behind the product,breeding base,harvest experience,logistics experience,quality trace-ability and supply chain visualization,in order to let consumer understand the actual situation of the quality and safety of agricultural products,to eliminate consumers＇ ＂insecurity＂ and ＂crisis of confidence＂ on agricultural products.Therefore,a C2 B2 B2 Cmodel is constructed,which is implanted consumption experience based on consumer sovereignty that fragmented consumers polymerize into a food community with social groups based on their geographical proximity through internet,fragmented producers polymerize into a large-scale production base through cooperatives and other organizations,food community and production base dock the production and sale through e-commerce platforms,e-commerce platforms set up adequate consumption experience for consumers on product quality and safety.According to the whole industry chain of the production,supply and marketing of fresh agricultural products,the six major consumer experience scenes that consumers may be interested in are analyzed,which includes agricultural production,quality trace-ability,logistics distribution,online shopping operations,product presentation and after-sales service.It can be seen from theoretical study that the demand of online shopping will grow sustained since consumption experience can bring about some information from production and sale of fresh goods symmetric and t

关 键 词：生鲜农产品电商 消费体验 消费者主权 

分 类 号：F325.3[经济管理—产业经济]