DAI Tianli,LI Yufeng,XU Pu.Influencing Factors of Fresh E-commerce Development Based on ISM and MICMAC[J].Northern Horticulture,2021,(20):155-163.[doi:10.11937/bfyy.20210718]
基于ISM-MICMAC模型分析我国生鲜电商发展影响因素
- Title:
- Influencing Factors of Fresh E-commerce Development Based on ISM and MICMAC
- Keywords:
- fresh e-commerce; influencing factors; interpretive structural model; matrix impacts cross-reference multiplication applied to a classification
- 文献标志码:
- A
- 摘要:
- 通过文献分析法和专家访谈法确定了15个影响生鲜电商行业发展的因素，运用ISM构建影响因素的多递阶结构图，进而分析各因素间的层级结构和影响生鲜电商发展的路径，然后运用MICMAC进一步分析15个影响因素的驱动力和依赖性。结果表明：商业模式、物流配送、品牌营销、产品质量是最表层影响因素，具有较强的依赖性，易受其它因素影响；消费体验和第三方监管是最深层的影响因素，对生鲜电商发展的驱动力比较大。该研究以整个生鲜电商行业发展影响因素为研究对象，研究结果具有一定的普遍性，可为生鲜电商企业面临发展问题时，提供新的解决思路。
- Abstract:
- Fresh electricity business was developing rapidly,but there were many challenges and obstacles in the process of development.Through literature study and expert interview method to determine the 15 factors affecting the development of fresh electric business,the influence factor of using ISM building more hierarchical structure,hierarchy and the effect of various factors was analyzed on the fresh electricity development path,then use MICMAC further analyzing the driving force of 15 influencing factors and dependencies.The results showed that business model,logistics distribution,brand marketing and product quality were the most surface influencing factors,but they were highly dependent on each other and susceptible to other factors.Consumption experience and third-party supervision were the deepest influencing factors,and the driving force for the development of fresh electricity business was relatively large.Taking the influencing factors of the development of the whole fresh electricity business industry as the research object,the research results were universal,and can provide new solutions for fresh electricity business to deal with some problems.
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备注/Memo
第一作者简介：代田莉（1992-），女，硕士研究生，研究方向为生鲜农产品新零售。E-mail:1812652684@qq.com.责任作者：李玉峰（1980-），男，博士，教授，现主要从事食品安全与都市农业等研究工作。E-mail：liyf@shou.edu.cn.基金项目：上海市哲学社会科学规划资助项目（2018BGL015）。收稿日期：2021-02-19