摘要

移动互联网的普及和移动端网络消费用户规模的不断扩大，极大地改变了消费者的消费习惯，线上购买平台也日趋多样化。在“互联网+”发展浪潮下，赣南脐橙线上购买平台发展也日趋成熟。本文基于广义客户体验，将赣南脐橙线上购买平台分为社区团购平台、微信朋友圈、直播购物平台、商城式综合购物网站四类，采用多元Logistic回归模型，对消费者赣南脐橙线上购买平台选择意愿进行研究。研究结果显示：交互体验、服务体验、经济体验对消费者赣南脐橙线上平台选择意愿存在显著影响。因此，对赣南脐橙各线上平台的营销者提出以下建议：第一，优化平台设计，提高购物便捷性。第二，提升平台中赣南脐橙产品的经济性。第三，提供个性化服务，实现精准营销。

关键词：赣南脐橙；线上购买平台；客户体验；选择意愿

Abstract

The popularity of mobile Internet and the expanding scale of mobilenetwork consumers have greatly changed consumers' consumption habits,and online shopping platforms have become increasingly diversified. With the development of "internet plus",the online purchase platform of Navel orange of southern Jiangxi is becoming more and more mature. Based on the generalized customer experience,this paper divides Navel orange of southern Jiangxi online shopping platform into four categories: community group buying platform,We-Chat circle of friends, live shopping platform and shopping mall-style comprehensive shopping website, and studies consumers' willingness to choose Navel orange of southern Jiangxi online shopping platform by using multiple Logistic regression model. The results show that interactive experience,service experience and economic experience significantly affect consumers' willingness to choose Navel orange of southern Jiangxi online platform. Therefore, the following suggestions are put forward to the operators of Navel orange of southern Jiangxi online platforms: First, optimize the platform design to improve shopping convenience. Second, improve the economy of Navel orange of southern Jiangxi products in the platform.Third, provide personalized service and realize precise marketing.

Key words : Navel orange of southern Jiangxi;Online purchase platform; Customer experience; Willingness to choose