关键词: 生鲜O2O, 线下效用预期, 复购意愿

Abstract: The rise of fresh O2O model has promoted the innovation of agricultural product sales model in the Internet era, and has positive significance for solving the “three rural” problems and promoting the upgrading and transformation of rural commercial economy in China.This paper makes an empirical analysis of the relationship among the quality expectation, distribution efficiency expectation, O2O model acceptance and repeated purchase intention, and extracts the key management strategies of fresh O2O.The research shows that the quality expectation is the primary influencing factor of consumers′ acceptance of O2O model, while the distribution efficiency expectation is the primary influencing factor of consumers′ acceptance of O2O price, and the quality of fresh products has an important influence on the price acceptance;from the above relationship, we can see that the recognition of product quality to the model itself is the most important, and only the best fresh products can be used for the Internet only in this way can online shoppers recognize the price higher than the physical store price and O2O mode;only by using the price higher than that of the physical stores to buy the best fresh products in the physical stores, can online shoppers really feel the value for money, so that O2O mode can survive and develop and gradually prosper. The law of “selecting the best among the best” in online marketing can build a comparative advantage for the development of fresh O2O mode.

Key words: fresh O2O, offline efficiency expectation, repurchase intention