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IPA 모형을 활용한 중국 농산품 전자상거래의 서비스품질 인식에 관한 실증적 연구
왕효봉 ( Xiaofeng¸ Wang ),백승우 ( Back Seung-woo ) 한국식품유통학회 2021 한국식품유통학회 학술대회 Vol.- No.하계
In this paper, through a questionnaire survey and analysis of the service quality satisfaction of Chinese consumers when using the agricultural product e-commerce platform, 560 questionnaires were distributed, and 534 valid questionnaires were received. First, the information on the importance and satisfaction of the original data was passed. The results of the analysis of degree and validity indicate that the questionnaire is reasonable in design and suitable for further analysis. Secondly, using correspondence analysis t-test to analyze the difference between the two sets of data, it is concluded that consumers' overall satisfaction with the agricultural product e-commerce platform is low. At the same time, the Z-score standard value method is used to analyze the data, although the result is the same as the original value. , But the Z-score standard value method more quickly and accurately distinguishes which quadrant each variable falls in. In order to further test the conclusions, finally, through the IPA analysis method, the current situation of consumers' perception of the services provided by the agricultural product e-commerce platform is studied, and the true attitude of consumers to the service quality of the agricultural product e-commerce platform is visually demonstrated.