朴朴超市生鲜电商用户忠诚度影响因素研究
中文摘要
随着电子商务技术的发展，传统的生鲜销售方式受到冲击，生鲜电商欧亿·体育（中国）有限公司逐渐崛
起，陆续出现前置仓、前店后仓、社区团购等新模式，现阶段生鲜电商欧亿·体育（中国）有限公司竞争愈发
激烈。受到2020年突发疫情的影响，生鲜电商领域的消费者产生大量新增需求，市
场交易规模显著提升，2020年中国生鲜电商欧亿·体育（中国）有限公司市场交易规模达3641.3亿元，较上
一年增长42.54%。预计2021年这一数据将达到4658.1亿元，这也推动了欧亿·体育（中国）有限公司竞争
的进一步升级。但疫情期间倒逼流入的新用户多为中老年群体，常年形成的购买习惯
难以短期改变，生鲜电商企业如何在疫情逐渐得到控制，居民恢复正常生产生活后，
继续留存新用户，保有市场份额，并从日益激烈的欧亿·体育（中国）有限公司竞争中脱颖而出，将是未来发
展的关键所在。因此，把握生鲜电商用户忠诚度的影响因素，从而留存用户对生鲜电
商企业生存尤为重要。
本研究选取朴朴超市作为研究对象，首先梳理了国内外学者对于生鲜电商和用户
忠诚度理论的研究现状，结合欧亿·体育（中国）有限公司发展情况及特点对生鲜电商和用户忠诚度概念进行
界定，基于顾客感知价值理论和顾客满意度模型，分析了作为前置仓模式生鲜电商企
业的朴朴超市的发展现状，提出其当前发展中存在的问题。在此基础上，构建用户忠
诚度影响因素理论模型，做出研究假设，形成调查问卷量表，通过问卷调查和实证分
析等研究方法，分析朴朴超市顾客感知价值、企业形象、转换成本、顾客满意度对用
户忠诚产生的影响。最后得出结论并有针对性的为提升生鲜电商用户忠诚度提出可行
性建议。
通过分析验证，本研究得出结论：生鲜电商用户忠诚度的影响因素包括顾客感知
价值的商品品质、服务质量、商品价格、设计易用性四维度以及企业形象和转换成本。
其中顾客感知价值各维度通过顾客满意度的完全中介作用，对生鲜电商的用户忠诚度
起到正向影响；顾客满意度、企业形象和转换成本对生鲜电商的用户忠诚度均有显著
的正向影响。为提升生鲜电商用户忠诚度，本研究提出以下建议：一是优化配送质量，
提升售后服务，增强服务质量；二是加强品质控制，优化仓储运输，提高商品品质；
三是简化界面设计，优化用户体验，提升设计易用性；四是优化促销方案，定向投放
优惠券，合理商品定价；五是增强个性化推荐，提升会员权益，增加转换成本；六是
加强正面宣传，关注网络口碑，提升企业形象。
关键词：生鲜电商，忠诚度，满意度，顾客感知价值
I

Study on Influencing Factors of User Loyalty of
PuPuMall’s Fresh Food E-commerce
Abstract
With the development of e-commerce technology, the traditional sales mode for fresh
food has been impacted, while the fresh food e-commerce industry has gradually risen.
New modes such as setting up preposition warehouses, front store back warehouse and
community group buying have emerged one after another. At this stage, the competition in
the fresh e-commerce industry is becoming even fiercer. Affected by the epidemic in 2020,
consumers' demand for fresh food e-commerce increased significantly, and the transaction
scale of fresh e-commerce market increased significantly. In 2020, the market transaction
scale of China's fresh food e-commerce industry reached 364.13 billion yuan, an increase
of 42.54% over the previous year. It is expected to exceed 465.81 billion yuan in 2021,
which will also promote the further upgrading of industry competition. However, most of
the new users added during the epidemic are middle-aged and elderly groups whose
purchasing habits formed throughout the years are difficult to change in the short term.
How fresh food e-commerce enterprises can continue to retain new users, maintain market
share and stand out from the increasingly fierce industry competition after the epidemic is
gradually controlled and residents resume normal work and life will be the key to future
development. Therefore, it is particularly important to study the influencing factors of fresh
food e-commerce’s user loyalty, so as to retain users for the survival of fresh food
e-commerce enterprises.
This study chooses pupumall as the research object. Firstly, it conducts a literature
review of studies both home and abroad on fresh food e-commerce and user loyalty
theories, and defines the concepts of fresh food e-commerce and user loyalty in sight of the
development status and characteristics of the industry. Based on the customer perceived
value theory and customer satisfaction model, this paper analyzes the development status
of pupumall as a fresh food e-commerce enterprise with the preposition warehouse mode,
and puts forward the its current problems in development. On this basis, this paper
constructs the theoretical model of influencing factors of user loyalty, proposes research
hypotheses, forms a questionnaire scale, and analyzes the impact of customer perceived
value, corporate image, conversion cost and customer satisfaction on user loyalty through
questionnaire survey and empirical analysis. Finally, the author draws a conclusion and
II

puts forward feasible suggestions to improve the user loyalty of fresh food e-commerce.
Through analysis and verification, this study concludes that the influencing factors of
fresh food e-commerce user loyalty include four dimensions, namely customer perceived
value: commodity quality, service quality, commodity price, easy use of design, corporate
image and conversion cost. Among them, the dimensions of customer perceived value have
a positive impact on the user loyalty of fresh food e-commerce through the complete
intermediary of customer satisfaction. Customer satisfaction, corporate image and
switching cost have significant positive effects on user loyalty of fresh food e-commerce.
In order to improve the customer loyalty of fresh food e-commerce enterprises, this study
puts forward the following suggestions: First, to optimize the distribution quality, improve
the after-sales service and enhance the service quality; Second, to strengthen quality
control, optimize storage and transportation, and improve commodity quality; Third, to
simplify interface design, optimize user experience and improve easy use of design; Fourth,
to optimize the promotion plan, launch coupons and price goods reasonably; Fifth, to offer
personalized recommendations, improve members' rights and interests and increase
conversion costs; Sixth, to strengthen positive publicity, pay attention to online reputation
and improve corporate image.
Key words: Fresh food e-commerce, loyalty, satisfaction, customer
perceived value
III
。。。以下略