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摘要生鲜现已成为众多互联网商家垂涎已久的一块大蛋糕，虽然很多生鲜电商平台涉足生鲜，但因生鲜农产品的独特性，使得生鲜电商风险与机遇并存。消费者的角色越来越不能忽视，同时也影响着生鲜电商的发展，因此要站在消费者的角度考虑问题，商家需要做更多的功课，这也是促进生鲜发展的重要因素之一。然而在大数据时代的背景下，消费者购买心理与行为开始以消费者需求为主导，消费者网上购物拥有比过去更大的选择权力和自由，特别是能根据自己的特点和需求再全球范围内寻找他们满足的商品，不受地域限制，因此，为了深入分析消费者网购生鲜的心理和行为，本文将结合我国具体情况分析生鲜电商发展的瓶颈，以及影响消费者购买意愿的影响因素，有针对性的对生鲜农产品电子商务发展策略进行优化和调整，探讨影响消费者网购生鲜食品的决策因素，提出相应的建议，以期让企业可以实现更好的营销目标，帮助生鲜电商有针对性地制定战略目标，提出促进消费者购买决策的方案。44059
Abstract:
Fresh has become many Internet businesses coveted a big cake, although a lot of fresh electric business platform in fresh, but because of the uniqueness of fresh agricultural products, make fresh electrical business risks and opportunities coexist.The role of the consumer cannot ignore, also influence the development of fresh electricity, so businesses need to do more homework by standing in the consumer's point of view, this is also one of the important factors to promote the development of fresh. Under the background of the era of big data, however, consumer`s psychological and behavioral dominated by consumer demand, consumer has the choice of more power and freedom than in the past online shopping, especially can according to their own characteristics and needs of the worldwide looking for they satisfy the goods again, is not subject to regional restriction. Therefore, in order to further analyze the psychological and behavior of consumer online shopping fresh, this article will combine the bottleneck of China's specific situation analysis of fresh electricity development, as well as the influence factors of influence consumers purchase intention, targeted for fresh agricultural products e-commerce development strategy of optimization and adjustment, to explore the decision-making factors affecting consumer e-commerce fresh food, put forward the corresponding suggestion, so that enterprises can achieve better marketing, help fresh electricity targeted formulate strategic target. Put forward the feasible scheme to promote consumer purchase decision.
毕业论文关键词：生鲜电商； 消费行为； 消费心理； 购买决策
Keyword: Fresh electrical business; Consumer behavior; buying decision; Consumer behavior
目录
1. 引言 4
1.1. 研究背景和意义 4
1.2. 生鲜电商发展现状 4
1.3. 国内外研究 7
1.3.1. 国外研究 7
1.3.2. 国内研究 7
1.4. 研究存在的问题 7
1.5. 研究内容 8
1.6. 拟解决的主要问题 8
1.7. 研究方法 8
2. 相关理论综述 8
2.1. 消费习惯 8
2.2. 购买决策 9
2.3. 消费者心理 9
2.4. 消费者行为