Empirical Analysis of Factors Influencing Consumers' Satisfaction in Online Shopping Agricultural Products in China

• DOI: 10.4018/jeco.2018070106
• Publication Date: 2018-06-05T17:29:41Z
• Authors: Wu Yanyan
• Keywords: Customer Satisfaction

With the development of e-commerce, online shopping for agricultural products has been more popular. And how to improve consumer's satisfaction become important. Literature review shows that few researches on purchasing food focus consumers' satisfaction. This article designs a questionnaire, including 20 factors based product characteristics, website quality and service evaluate The evaluation quality, products' safety, brand significantly impact consumer Moreover, is most important factor. Finally, some recommendations are made in this develop cold chain logistics system, strictly control build an brand, websites strengthen policy guidance.