双渠道模式下消费者购买生鲜产品的用户体验分析——以武汉市盒马鲜生为例  

User Experience Analysis for Consumers Buying Fresh Products under Dual-channel Mode——Taking Freshippo in Wuhan as an Example

作　　者：张雅鑫 明玥 吴龙伟 胡熙 李丽虹[1] ZHANG Ya-xin;MING Yue;WU Long-wei;HU Xi;LI Li-hong(School of Business,Jianghan University,Wuhan 430056,China)

机构地区：[1]江汉大学商学院,湖北武汉430056

出　　处：《物流工程与管理》2022年第9期112-115,共4页Logistics Engineering and Management

基　　金：江汉大学2021年度学生学术科研校级重点项目“双渠道模式下消费者购买生鲜产品的用户体验分析——以盒马鲜生为例”(项目编号:2021zd013)。

摘　　要：传统的零售模式已经满足不了如今消费者多样化的需求,在零售商激烈的竞争中,双渠道模式应运而生。文中以盒马鲜生为例,构建用户体验模型,通过因子分析与回归分析进一步找出影响用户购买生鲜产品体验的相关因子,发现在众多因子中,好口碑和送货上门的便利性对用户体验的影响最大,支付方式影响较小,最后对生鲜电商未来的发展提出相应的建议。Nowadays,the traditional retail mode has been harder to meet the diversified needs of consumers. However,the dual-channel mode emerged at the historical moment in the fierce competition of retailers. In this paper,Freshippo is selected as the representative to build a user experience model,and factor analysis and regression analysis are conducted to reveal the relevant factors affecting users’ experience of buying fresh products. Among many factors,high reputation and convenience of home delivery service had the highest impact on user experience,instead the impact of payment methods was small,and finally some corresponding suggestions for future devolopment of fresh e-commerce are put forward.

关 键 词：双渠道 生鲜电商 用户体验 问卷调查 因子分析 

分 类 号：F274[经济管理—企业管理]