Research on influencing factors of customer satisfaction of e-commerce of characteristic agricultural products

Taking Yantai Cherry as an example, this paper studies the influencing factors of customer satisfaction in online shopping of characteristic agricultural products, and analyzes five influencing factors: pre-purchase expectation, product quality, brand image, e-commerce platform and logistics distribution, and designs a scale, puts forward assumptions and verifies them. The results show that pre-purchase expectation has no significant negative influence on customer satisfaction, product quality, brand image, e-commerce platform and logistics distribution have significant positive effects on customer satisfaction. Finally, based on the research conclusions, this paper puts forward some countermeasures and suggestions on improving customer satisfaction of characteristic agricultural products e-commerce from four aspects, which is of certain significance for increasing sales of specialty agricultural products and promoting the development of agricultural e-commerce.