市场营销-新零售背景下生鲜行业消费者购买决策研究-以广州市“盒马鲜生”为例论文.docxVIP

新零售背景下生鲜行业消费者购买决策研究-以广州市“盒马鲜生”为例 【摘要】目前，我国零售电子商务已步入“新零售”时代，整体进入资源整合、行业布局不断优化的发展阶段。在新零售发展契机下，具有刚性需求强、复购率高、持续需求性特征的生鲜产品成为新零售企业发展新零售电商的切入点。“盒马鲜生”作为新零售生鲜电商的先驱者，在蓝海市场中逆浪前行，探索更多未知的可能。在我国生鲜电子商务的发展现状基础上，挖掘消费者需求及消费者的购买决策动机对推动行业发展具有重要意义。 本文通过对相关文献的研读后，对新零售、生鲜电子商务等概念进行界定，结合顾客价值、计划行为理论及相关文献的理论基础，提出了以用户口碑、物流配送服务质量、生鲜产品价格、感知成本和生鲜产品质量的假设，并基于顾客感知价值理论、顾客感知价值模型和“盒马鲜生”的发展现状构建出生鲜电商消费者的购买决策模型，并通过假设检验得出以下的结论：（1）消费者使用电商平台购买生鲜产品时，物流配送服务质量、产品价格、生鲜产品质量、用户口碑、对消费者购买决策产生正向影响。（2）感知成本对使用生鲜电商平台购物的消费者购买决策产生负相关关系。 本文通过假设检验等研究方法验证上述五个因素对消费者购买决策的影响程度，最后通过所得到的结论对我国生鲜电商的发展提出建议。本文对生鲜电商企业的运营发展提出了建设性的意见，具有一定的现实意义。 【关键词】：新零售；生鲜电商；消费者购买决策 Study on consumers purchase decision-making of fresh food industry under the background of new retail——based on “fresh hema” in Guangzhou [Abstract] Nowadays, Chinas retail e-commerce has stepped into the new retail era, the overall into the resource integration, industry layout optimization of the development stage. With the opportunity of new retail development, fresh products with strong rigid demand, high repurchase rate and continuous demand become the entry point for new retail enterprises to develop new retail e-commerce. In the new retail trend, the fresh e-commerce enterprises represented by HEMA fresh invested by Alibaba are marching against the waves in the blue ocean, exploring more unknown possibilities. It is profound to discuss custom demand and customer’s purchasing decision motivation to improve the advancement of the industry, based on the fresh e-commerce’s development in China. This paper defines the concepts of new retail and fresh e-commerce after reading the relevant literature, and puts forward the hypothesis of using household monument, logistics and distribution service quality, fresh product price, perceived cost and fresh product quality based on the theory of customer perceived value and customer perceived value model, combining the theory of customer value, planned behavior and the theoretical basis of the relevant literature This p