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消费者互动对生鲜农产品网购行为的影响研究_MBA毕业论文DOC

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文本描述
摘要
随着互联网、大数据、移动通信技术的快速发展,消费者更加倾向于通过电子商
务途径购买生鲜农产品,与民生密切相关的生鲜农产品领域在网络零售市场的渗透率
越来越大。消费者互动已经成为影响生鲜农产品网购行为的重要因素。电商网站在线
评价、社交应用以及第三方评价网站等渠道成为消费者对生鲜农产品等不同商品进行
评价、发表个人看法的主要途径。消费者之间的互动和消费者与企业互动产生的对某
一生鲜农产品的群体性、客观性、可信性的认知,会直接影响个体消费者购买行为,
进而影响企业的盈利性和竞争力。然而消费者互动产生的价值目前并未被生鲜农产品
电商企业所重视。因此,研究消费者互动对生鲜农产品网购行为的影响,对增加生鲜
农产品销售收入、提升品牌信誉、增强企业竞争力有重要意义

本文从消费者互动现象出发,分析了消费者互动形式和内容的特点,以及生鲜农
产品网购行为的影响因素,并应用 Agent 建模方法建立了消费者互动对生鲜农产品网
购行为影响模型。通过 Anylogic 软件对模型进行仿真,发现微观个体属性到宏观群
体性行为涌现过程规律。结合仿真实验的结论,对 A 公司进行了实证性分析,得到了
支撑性较强的结果。最后依据这些得到的结论,提出了相关的对策和建议,并根据研
究的实际情况,提出了后续相关研究的展望

关键词:电子商务,消费者互动,生鲜农产品网购Ⅱ
The Impact Of Consumer Interaction On The Online
Shopping Behavior Of Fresh Agricultural Products
Abstract
With the rapid development of the Internet, big data, mobile communication
technology, consumers tend to buy through the electronic commerce way of fresh
agricultural products, closely related to people&39;s livelihood of fresh agricultural products in
the online retail market penetration field more and more. Consumer interaction has become
an important factor affecting the purchase behavior of fresh agricultural products. Online
evaluation of the electricity supplier website, social applications and third party evaluation
sites and other channels to become consumers of fresh agricultural products and other
commodities for evaluation, the main way to express personal views. The interaction and
the interaction between consumers and business consumers to produce a life of fresh
agricultural products group, objectivity and credibility of cognition, will directly affect the
individual consumer behavior, thereby affecting the company&39;s profitability and
competitiveness. However, the value of consumer interaction has not been valued by fresh
agricultural electricity supplier companies. Therefore, it is of great significance to study the
impact of consumer interaction on the online shopping behavior of fresh agricultural
products, to increase the sales of fresh agricultural products, enhance brand reputation, and
enhance the competitiveness of enterprises.
This paper from the consumer interactive reality, analyzes the characteristics of
consumer interaction forms, content, and the influencing factors of fresh agricultural
products online shopping behavior, and establishes a model of interaction of fresh
agricultural products influence consumer online shopping behavior using Agent modeling
method. Through the Anylogic software to simulate the model, we found that the micro
individual attributes to the macro group behavior process and law. Based on the conclusion
of the simulation experiment, the paper makes an empirical analysis of A company, and
gets the result of strong support.Finally, based on these conclusions, this paper puts
forward some relevant countermeasures and suggestions, and puts forward the prospect of
follow-up research.
Key words: electronic commerce, consumer interaction, food onlin
e shoppingⅢ
目 录
中文摘要......Ⅰ
Abstract......Ⅱ
第一章 绪论..1
1.1 研究背景......1
1.2 研究目的和意义......3
1.2.1 研究目的......3
1.2.2 研究意义......4
1.3 研究内容和研究方法..........5
1.3.1 研究内容......5
1.3.2 研究方法......6
1.4 研究结论及创新点..6
第二章 国内外研究综述....
82.1 消费者互动对生鲜农产品网购行为影响的相关研究......
82.1.1 生鲜农产品网购行为..........
82.1.2 消费者互动10
2.2 基于 Agent 的相关研究....12
2.2.1 基于 Agent 的建模和仿真方法研究........12
2.2.2 基于 Agent 的网购行为研究........12
2.3 复杂适应性分析..13
2.3.1 复杂适应系统概述13
2.3.2 生鲜农产品网购个体的复杂自适应分析14
2.4 生鲜农产品网购情境分析14
2.5 文献评述....15
第三章 消费者互动对生鲜农产品网购行为影响分析..17
3.1 生鲜农产品网购中的各因素属性17
3.1.1 生鲜农产品的可追溯性....17Ⅳ
3.1.2 消费者对评价的敏感性....17
3.1.3 消费者的群体性偏好........1
83.2 生鲜农产品网购个体行为描述....1
83.2.1 消费者行为的可追溯性偏好描述19
3.2.2 评价敏感性消费者行为描述........21
3.2.3 消费者群体性偏好行为描述........22
第四章 消费者互动对生鲜农产品网购行为影响模型....24
4.1 消费者互动对生鲜农产品网购行为影响模型构建........24
4.1.1 模型假设....24
4.1.2 模型环境设定.......
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