体验因素对生鲜产品消费者行为忠诚的影响:基于态度忠诚的中介效应  

The Impact of Experiential Factors on Consumer Behavior Loyalty Towards Fresh Products——Based on The Mediating Effect of Attitude Loyalty

作　　者：王崇彩[1,2] 魏有文 李赛 WANG Chongcai;WEI Youwen;LI Sai

机构地区：[1]安徽科技学院管理学院,安徽蚌埠233000 [2]数字乡村建设与治理安徽省哲学社会科学重点实验室,安徽滁州233100

出　　处：《淮南师范学院学报》2025年第1期35-41,共7页Journal of Huainan Normal University

基　　金：安徽省教育厅人文社科重点研究项目“生鲜电商数字顾客导向的前因和结果效应:情绪智力的视角”(2022AH051602);安徽省教育厅研究生质量工程项目“全国农科研究生科技作品大赛”(2022cxcyjs031);安徽科技学院教研项目重点课题“专业认证视域下市场营销专业课程思政的实现路径及效果测量”(Xj2022167)。

摘　　要：针对消费者购买生鲜产品过程存在的问题,文章基于SOR理论,依据消费者的购物体验、产品体验、物流体验、售后体验、营销体验等方面因素构建结构方程,检验消费者体验因素对消费者态度及行为忠诚的影响及作用机制。实证结果显示:购物体验、产品体验及售后体验均能直接影响消费者的态度及行为忠诚,而物流及营销体验对消费者忠诚影响不显著。文章从体验因素的5个方面对进一步提升消费者购买生鲜产品的态度忠诚和行为忠诚提出意见和建议。Aiming to address the issues in the process of consumers purchasing fresh produce,this paper constructs a structural equation model based on the Stimulus-Organism-Response(SOR)theory.The model incorporates factors such as shopping experience,product experience,logistics experience,after-sales experience,and marketing experience.The study examines the impact and underlying mechanisms of consumer experience factors on consumer attitudes and behavioral loyalty.Empirical results show that shopping experience,product experience,and after-sales service experience all directly influence consumer attitudes and behavioral loyalty,while logistics and marketing experiences do not significantly affect consumer loyalty.The paper offers suggestions for further enhancing consumer attitude and behavioral loyalty towards purchasing fresh produce from five aspects of consumer experience factors.

关 键 词：生鲜产品 消费者体验 态度忠诚 行为忠诚 中介效应 

分 类 号：F713.3[经济管理—产业经济]