Research on the influencing factors of consumer satisfaction in agricultural e-commerce supply chain

Abstract

In recent years, e-commerce for agricultural products has developed rapidly, but the overall scale of e-commerce for agricultural products is still small due to consumers’ low satisfaction with the overall supply chain of e-commerce for agricultural products.So, it is very important to find out the key factors that affect the satisfaction of agricultural e-commerce supply chain and improve consumer satisfaction. Through the construction of factor analysis model, this paper analyzes the factors that affect the supply chain of e-commerce of agricultural products, and finds that the quality of agricultural products is the most influential factor, followed by after-sales service, e-commerce platform, and the price factor is the least. Therefore, in order to improve consumer satisfaction, we should focus on improving the quality of agricultural products, after-sales services, e-commerce platform convenience.