摘要:生鲜电商平台的迅猛发展使大量消费者的涌人,消费者对其的评价也不尽相同。研究消费者满意度的影响因素进而提升生鲜电商平台的竞争力和扩大市场份额具有实际的意义。本文基于美国顾客满意度理论视角,利用信效度和验证性因子分析对问卷调查数据进行验证,构建了结构方程模型对理论模型进行验证和分析。研究得出:网商声誉、网商平台和感知质量是生鲜电商平台消费者满意度的主要影响因素,并对生鲜电商平台的发展提出了有针对性的建议。关键词:生鲜电商:消费者满意度:验证性因子分析:结构方程模型

The rapid development of fresh e-commerce platforms has led to the influx of a large number ofconsumers, and their evaluations of them are also different, Studying the influencing factors of consumersatisfaction to enhance the competitiveness of fresh e-commerce platforms and expand market share haspractical significance. This article was based on the perspective of American customer satisfaction theory, usingreliability, validity, and confirmatory factor analysis to verify questionnaire survey data, and constructing astructural equation model to verify and analyze the theoretical model. Research has shown that the reputationof online merchants, online platforms, and perceived quality are the main influencing factors of consumersatisfaction on fresh e-commerce platforms. Finally, targeted suggestions are proposed for the developmentof fresh e-commerce platforms.