礼品生鲜的网络适应性探索研究

产品的网络适应性在多渠道战略规划中起到了非常重要的作用。随着现阶段消费者线上、线下的感知属性和感知价值的变化，产品的网络适应性也随之发生变化。文章通过实证分析重新测量了礼品生鲜的网络适应性，进一步分析结果表明，现阶段礼品生鲜的网络适应性大于1，即消费者更偏向通过网络渠道购买礼品生鲜；产品质量、售后服务、退换货政策是消费者网购礼品生鲜的重要感知属性；高学历的非学生女性消费者网购礼品生鲜时，愿意支付的价格最高。

Primary Research on Network Adaptability of Fresh Gifts

Network adaptability of products plays a very important role in multi-channel strategic planning. As the perceptual attributes and perceived value of consumers on line and off line change, the network adaptability of products varies. Empirical analysis is conducted in this paper to re-measure the network adaptability of fresh gifts and further analysis shows that at the current stage, the network adaptability of fresh gifts exceeds 1, indicating that consumers prefer to buy fresh gifts through the network channel; product quality, after-sales service, and return policy are important perceptual attributes of consumers in online purchasing of fresh gifts; those non-student female consumers, highly educated, are willing to pay the highest price when buying fresh gifts online.