本文選題：電子商務(wù) + 消費者互動　； 參考：《閩江學(xué)院》2017年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)、大數(shù)據(jù)、移動通信技術(shù)的快速發(fā)展,消費者更加傾向于通過電子商務(wù)途徑購買生鮮農(nóng)產(chǎn)品,與民生密切相關(guān)的生鮮農(nóng)產(chǎn)品領(lǐng)域在網(wǎng)絡(luò)零售市場的滲透率越來越大。消費者互動已經(jīng)成為影響生鮮農(nóng)產(chǎn)品網(wǎng)購行為的重要因素。電商網(wǎng)站在線評價、社交應(yīng)用以及第三方評價網(wǎng)站等渠道成為消費者對生鮮農(nóng)產(chǎn)品等不同商品進行評價、發(fā)表個人看法的主要途徑。消費者之間的互動和消費者與企業(yè)互動產(chǎn)生的對某一生鮮農(nóng)產(chǎn)品的群體性、客觀性、可信性的認(rèn)知,會直接影響個體消費者購買行為,進而影響企業(yè)的盈利性和競爭力。然而消費者互動產(chǎn)生的價值目前并未被生鮮農(nóng)產(chǎn)品電商企業(yè)所重視。因此,研究消費者互動對生鮮農(nóng)產(chǎn)品網(wǎng)購行為的影響,對增加生鮮農(nóng)產(chǎn)品銷售收入、提升品牌信譽、增強企業(yè)競爭力有重要意義。本文從消費者互動現(xiàn)象出發(fā),分析了消費者互動形式和內(nèi)容的特點,以及生鮮農(nóng)產(chǎn)品網(wǎng)購行為的影響因素,并應(yīng)用Agent建模方法建立了消費者互動對生鮮農(nóng)產(chǎn)品網(wǎng)購行為影響模型。通過Anylogic軟件對模型進行仿真,發(fā)現(xiàn)微觀個體屬性到宏觀群體性行為涌現(xiàn)過程規(guī)律。結(jié)合仿真實驗的結(jié)論,對A公司進行了實證性分析,得到了支撐性較強的結(jié)果。最后依據(jù)這些得到的結(jié)論,提出了相關(guān)的對策和建議,并根據(jù)研究的實際情況,提出了后續(xù)相關(guān)研究的展望。
[Abstract]:With the rapid development of Internet, big data and mobile communication technology, consumers are more inclined to buy fresh agricultural products through electronic commerce. The penetration rate of fresh agricultural products which is closely related to people's livelihood is increasing in the online retail market. Consumer interaction has become an important factor affecting the online purchase of fresh agricultural products. Online evaluation of e-commerce websites, social applications and third-party evaluation sites have become the main ways for consumers to evaluate and express their personal views on different commodities such as fresh agricultural products. The interaction among consumers and the cognition of the group objectivity and credibility of a fresh agricultural product produced by the interaction between consumers and enterprises will directly affect the purchasing behavior of individual consumers and then affect the profitability and competitiveness of enterprises. However, the value of consumer interaction has not been taken seriously by e-commerce enterprises of fresh agricultural products. Therefore, it is of great significance to study the influence of consumer interaction on the online purchase behavior of fresh agricultural products, to increase the sales income of fresh agricultural products, to enhance brand reputation and to enhance the competitiveness of enterprises. Based on the phenomenon of consumer interaction, this paper analyzes the characteristics of the form and content of consumer interaction, as well as the influencing factors of the online purchase behavior of fresh agricultural products. The influence model of consumer interaction on online purchase behavior of fresh agricultural products was established by using Agent modeling method. Through the simulation of the model by Anylogic software, the emerging process law of micro individual attribute to macro group behavior is found. Combined with the conclusion of the simulation experiment, the empirical analysis of company A is carried out, and the results of strong support are obtained. Finally, according to these conclusions, the relevant countermeasures and suggestions are put forward, and according to the actual situation of the study, the prospect of follow-up related research is put forward.
【學(xué)位授予單位】：閩江學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F323.7;F724.6;F713.55

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