网络购物临场感、信任与消费者在线粘性以B2C模式下消费者网购生鲜农产品为例

网络购物临场感、信任与消费者在线粘性以B2C模式下消费者网购生鲜农产品为例一、本文概述Overviewofthisarticle随着互联网的普及和电子商务的飞速发展，网络购物已成为人们日常生活的重要组成部分。特别是B2C（Business-to-Consumer）模式下的生鲜农产品网购，因其便利性、高效性和丰富的选择而受到消费者的广泛欢迎。然而，在网络购物过程中，消费者往往面临着缺乏临场感和信任的问题，这在一定程度上影响了他们的在线购物体验和粘性。因此，本文旨在探讨网络购物临场感、信任与消费者在线粘性的关系，并以B2C模式下消费者网购生鲜农产品为例进行深入分析。WiththepopularizationoftheInternetandtherapiddevelopmentofe-commerce,onlineshoppinghasbecomeanimportantpartofpeople'sdailylife.EspeciallyintheB2C(BusinesstoConsumer)model,onlineshoppingoffreshagriculturalproductsiswidelywelcomedbyconsumersduetoitsconvenience,efficiency,andrichselection.However,intheprocessofonlineshopping,consumersoftenfacetheproblemoflackofpresenceandtrust,whichtosomeextentaffectstheironlineshoppingexperienceandstickiness.Therefore,thisarticleaimstoexploretherelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness,andtoconductin-depthanalysisusingconsumeronlineshoppingoffreshagriculturalproductsundertheB2Cmodelasanexample.本文首先界定了网络购物临场感、信任和消费者在线粘性的概念，并阐述了它们在网络购物中的重要性。接着，通过文献综述和理论分析，本文探讨了网络购物临场感和信任对消费者在线粘性的影响机制。在此基础上，本文以B2C模式下消费者网购生鲜农产品为例，通过实证研究的方法，验证了网络购物临场感、信任与消费者在线粘性之间的关系。Thisarticlefirstdefinestheconceptsofonlineshoppingpresence,trust,andconsumeronlinestickiness,andelaboratesontheirimportanceinonlineshopping.Subsequently,throughliteraturereviewandtheoreticalanalysis,thisarticleexplorestheimpactmechanismofonlineshoppingpresenceandtrustonconsumeronlinestickiness.Onthisbasis,thisarticletakesconsumeronlineshoppingoffreshagriculturalproductsundertheB2Cmodelasanexample,andverifiestherelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickinessthroughempiricalresearchmethods.本文的研究结果表明，网络购物临场感和信任对消费者在线粘性具有显著的正向影响。具体而言，临场感能够增强消费者的购物体验，提高他们对网站的依赖和粘性；而信任则能够降低消费者的购物风险，增加他们对网站的忠诚度和粘性。本文还发现，不同类型的生鲜农产品在网络购物临场感和信任对消费者在线粘性的影响上存在差异。Theresearchresultsofthisarticleindicatethatonlineshoppingpresenceandtrusthaveasignificantpositiveimpactonconsumeronlinestickiness.Specifically,thesenseofpresencecanenhanceconsumers'shoppingexperience,increasetheirdependenceandstickinesstothewebsite;Trustcanreduceconsumershoppingrisks,increasetheirloyaltyandstickinesstothewebsite.Thisarticlealsofoundthattherearedifferencesintheimpactofonlineshoppingpresenceandtrustonconsumeronlinestickinessamongdifferenttypesoffreshagriculturalproducts.本文根据研究结果提出了相应的管理启示和建议。对于B2C生鲜电商平台而言，应重视提升消费者的临场感和信任感，通过优化网站设计、提高产品质量和服务水平等措施，增强消费者的在线购物体验和粘性。针对不同类型的生鲜农产品，电商平台应采取差异化的营销策略，以满足消费者的不同需求和提高市场竞争力。Thisarticleproposescorrespondingmanagementinsightsandsuggestionsbasedontheresearchresults.ForB2Cfreshe-commerceplatforms,attentionshouldbepaidtoenhancingconsumers'senseofpresenceandtrust.Measuressuchasoptimizingwebsitedesign,improvingproductqualityandservicelevelshouldbetakentoenhanceconsumers'onlineshoppingexperienceandstickiness.Fordifferenttypesoffreshagriculturalproducts,e-commerceplatformsshouldadoptdifferentiatedmarketingstrategiestomeetthedifferentneedsofconsumersandimprovemarketcompetitiveness.二、文献综述Literaturereview在电子商务的飞速发展下，网络购物已经深入到人们的日常生活中。特别是在B2C（Business-to-Consumer）模式下，消费者可以直接从商家购买商品，这种模式的广泛应用为消费者提供了更多的购物选择。然而，由于网络的虚拟性和信息不对称性，消费者在网络购物过程中可能会面临信任问题，从而影响到他们的购物决策和购物体验。近年来，研究者开始关注网络购物中的信任问题，以及信任如何影响消费者的购物行为。Withtherapiddevelopmentofe-commerce,onlineshoppinghaspenetratedintopeople'sdailylives.EspeciallyintheB2C(BusinesstoConsumer)model,consumerscandirectlypurchasegoodsfrommerchants,andthewidespreadapplicationofthismodelprovidesconsumerswithmoreshoppingchoices.However,duetothevirtualnatureandinformationasymmetryoftheinternet,consumersmayfacetrustissuesduringtheonlineshoppingprocess,whichcanaffecttheirshoppingdecisionsandexperience.Inrecentyears,researchershavebeguntofocusontrustissuesinonlineshoppingandhowtrustaffectsconsumershoppingbehavior.临场感（Presence）是一个重要的概念，它描述的是个体在网络环境中感受到的真实程度。在网络购物中，临场感可以通过网页设计、产品展示、用户评价等方式来营造。当消费者在网络购物中感受到较高的临场感时，他们可能会更加信任商家，从而增加购买的可能性。因此，研究网络购物中的临场感对于理解消费者行为具有重要意义。Presenceisanimportantconceptthatdescribesthedegreeofauthenticityanindividualexperiencesintheonlineenvironment.Inonlineshopping,asenseofpresencecanbecreatedthroughwebdesign,productdisplay,userfeedback,andothermethods.Whenconsumersfeelahighersenseofpresenceinonlineshopping,theymaytrustthemerchantmore,therebyincreasingthelikelihoodofpurchase.Therefore,studyingthesenseofpresenceinonlineshoppingisofgreatsignificanceforunderstandingconsumerbehavior.信任是网络购物中的另一个关键因素。在网络环境中，消费者无法直接接触到商品和商家，因此信任成为了影响消费者购买决策的重要因素。信任可以来自于商家的声誉、消费者的个人经验、第三方评价等。当消费者对商家产生信任时，他们可能会更愿意购买商品，并且更愿意与商家建立长期的关系。Trustisanotherkeyfactorinonlineshopping.Intheonlineenvironment,consumersareunabletodirectlycontactproductsandmerchants,sotrusthasbecomeanimportantfactoraffectingconsumerpurchasingdecisions.Trustcancomefromthereputationofbusinesses,personalexperiencesofconsumers,third-partyevaluations,andsoon.Whenconsumerstrustmerchants,theymaybemorewillingtopurchasegoodsandestablishlong-termrelationshipswiththem.在线粘性（OnlineEngagement）指的是消费者在网络平台上停留的时间和参与程度。在网络购物中，消费者的在线粘性可以反映出他们对商家和产品的兴趣程度。当消费者对商家和产品产生信任并感受到较高的临场感时，他们可能会更愿意花费时间在网络平台上浏览和购买商品，从而增加在线粘性。Onlineengagementreferstotheamountoftimeandparticipationconsumersspendononlineplatforms.Inonlineshopping,consumerstickinesscanreflecttheirlevelofinterestinmerchantsandproducts.Whenconsumerstrustmerchantsandproductsandfeelahighsenseofpresence,theymaybemorewillingtospendtimebrowsingandpurchasingproductsononlineplatforms,therebyincreasingonlinestickiness.网络购物中的临场感、信任和在线粘性是相互关联的。通过提升临场感和建立信任，商家可以增加消费者的在线粘性，从而提高销售额和客户满意度。然而，目前关于这三者之间关系的研究还不够充分，特别是在B2C模式下消费者网购生鲜农产品这一特定领域。因此，本研究旨在深入探讨B2C模式下消费者网购生鲜农产品时的临场感、信任和在线粘性的关系，以期为商家提供有针对性的营销策略建议。Thepresence,trust,andonlinestickinessinonlineshoppingareinterrelated.Byenhancingpresenceandbuildingtrust,businessescanincreaseconsumeronlinestickiness,therebyincreasingsalesandcustomersatisfaction.However,currentresearchontherelationshipbetweenthesethreeisnotsufficient,especiallyinthespecificfieldofconsumeronlineshoppingoffreshagriculturalproductsundertheB2Cmodel.Therefore,thisstudyaimstoexploreindepththerelationshipbetweenpresence,trust,andonlinestickinesswhenconsumerspurchasefreshagriculturalproductsonlineundertheB2Cmodel,inordertoprovidetargetedmarketingstrategyrecommendationsforbusinesses.三、理论框架与研究假设Theoreticalframeworkandresearchhypotheses在B2C模式的网络购物环境中，消费者的购物体验受到多种因素的影响，其中临场感和信任是两个关键因素。本文旨在探讨这两个因素如何影响消费者在线粘性，并以消费者网购生鲜农产品为例进行实证分析。IntheB2Conlineshoppingenvironment,consumers'shoppingexperienceisinfluencedbyvariousfactors,amongwhichpresenceandtrustaretwokeyfactors.Thisarticleaimstoexplorehowthesetwofactorsaffectconsumeronlinestickinessandconductempiricalanalysisusingconsumeronlineshoppingoffreshagriculturalproductsasanexample.我们构建了一个理论框架，将临场感、信任和消费者在线粘性纳入其中。临场感是指消费者在网络购物过程中感受到的类似于实体购物的沉浸感和真实感。信任则是指消费者对网络商家和交易平台的信任程度。消费者在线粘性则反映了消费者对某一网站的忠诚度和依赖度，表现为重复访问、长时间停留等行为。Wehaveconstructedatheoreticalframeworkthatincorporatespresence,trust,andconsumeronlinestickiness.Thesenseofpresencereferstotheimmersionandrealismthatconsumersexperienceduringonlineshopping,similartophysicalshopping.Trustreferstotheleveloftrustconsumershaveinonlinemerchantsandtradingplatforms.Consumeronlinestickinessreflectstheirloyaltyanddependenceonawebsite,manifestedasbehaviorssuchasrepeatedvisitsandprolongedstays.假设一：临场感对消费者在线粘性具有正向影响。即消费者在购物过程中感受到的临场感越强，其在线粘性越高。这是因为临场感能够增强消费者的购物体验，使其更加沉浸于网络购物环境中，从而增加对网站的粘性和忠诚度。Assumption1:Presencehasapositiveimpactonconsumeronlinestickiness.Thestrongerthesenseofpresencethatconsumersfeelduringtheshoppingprocess,thehighertheironlinestickiness.Thisisbecausethesenseofpresencecanenhancetheshoppingexperienceofconsumers,makingthemmoreimmersedintheonlineshoppingenvironment,therebyincreasingstickinessandloyaltytothewebsite.假设二：信任对消费者在线粘性具有正向影响。即消费者对网络商家和交易平台的信任程度越高，其在线粘性越高。这是因为信任能够降低消费者的购物风险感知，增加其对网站的信任感和依赖度，从而提高在线粘性。Assumption2:Trusthasapositiveimpactonconsumeronlinestickiness.Thehighertheleveloftrustconsumershaveinonlinemerchantsandtradingplatforms,thehighertheironlinestickiness.Thisisbecausetrustcanreduceconsumers'perceptionofshoppingrisks,increasetheirtrustanddependenceonwebsites,andthusimproveonlinestickiness.假设三：临场感和信任之间存在正相关关系。即消费者在购物过程中感受到的临场感越强，其对网络商家和交易平台的信任程度也越高。这是因为临场感能够增强消费者对购物环境的感知和认知，从而提高其对商家的信任度。Assumption3:Thereisapositivecorrelationbetweenpresenceandtrust.Thestrongerthesenseofpresencethatconsumersfeelduringtheshoppingprocess,thehighertheirtrustinonlinemerchantsandtradingplatforms.Thisisbecausethesenseofpresencecanenhanceconsumers'perceptionandcognitionoftheshoppingenvironment,therebyincreasingtheirtrustinmerchants.为了验证以上假设，我们将以消费者网购生鲜农产品为例进行实证分析。通过收集相关数据并运用适当的统计方法进行分析，我们将探讨临场感、信任和消费者在线粘性之间的关系，并验证上述假设的正确性。这对于理解网络购物中消费者行为的影响因素、提高网络购物体验具有重要意义。Toverifytheabovehypothesis,wewillconductempiricalanalysisusingconsumeronlineshoppingoffreshagriculturalproductsasanexample.Bycollectingrelevantdataandusingappropriatestatisticalmethodsforanalysis,wewillexploretherelationshipbetweenpresence,trust,andconsumeronlinestickiness,andverifythecorrectnessoftheaboveassumptions.Thisisofgreatsignificanceforunderstandingtheinfluencingfactorsofconsumerbehaviorinonlineshoppingandimprovingtheonlineshoppingexperience.四、研究方法与数据来源Researchmethodsanddatasources本研究采用定性与定量相结合的研究方法，综合运用文献分析、问卷调查和统计分析等手段，深入探讨网络购物临场感、信任与消费者在线粘性之间的关系。Thisstudyadoptsacombinationofqualitativeandquantitativeresearchmethods,comprehensivelyutilizingliteratureanalysis,questionnairesurveys,andstatisticalanalysistoexploretherelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness.在文献分析方面，通过对国内外相关研究的梳理和评价，明确网络购物临场感、信任与消费者在线粘性的理论基础和研究现状，为本研究提供理论支撑和研究视角。Intermsofliteratureanalysis,byreviewingandevaluatingrelevantresearchathomeandabroad,thetheoreticalbasisandresearchstatusofonlineshoppingpresence,trust,andconsumeronlinestickinessareclarified,providingtheoreticalsupportandresearchperspectivesforthisstudy.在数据收集方面，本研究采用问卷调查的方式，以B2C模式下消费者网购生鲜农产品为例，针对消费者的网络购物临场感、信任和在线粘性等方面设计问卷，并通过在线调查的方式收集数据。问卷设计遵循科学性和可操作性的原则，确保问卷的有效性和可靠性。Intermsofdatacollection,thisstudyadoptsaquestionnairesurveymethod,takingconsumeronlineshoppingoffreshagriculturalproductsinB2Cmodeasanexample,designsaquestionnairetoaddressconsumeronlineshoppingpresence,trust,andonlinestickiness,andcollectsdatathroughonlinesurveys.Thequestionnairedesignfollowstheprinciplesofscientificityandoperabilitytoensurethevalidityandreliabilityofthequestionnaire.在数据分析方面，本研究运用SPSS等统计分析软件，对收集到的数据进行描述性统计、因子分析、回归分析等处理，以揭示网络购物临场感、信任与消费者在线粘性之间的关系及其影响机制。同时，本研究还通过结构方程模型等方法，进一步验证理论模型的合理性和解释力。Intermsofdataanalysis,thisstudyusedstatisticalanalysissoftwaresuchasSPSStoprocessthecollecteddatathroughdescriptivestatistics,factoranalysis,regressionanalysis,etc.,inordertorevealtherelationshipandinfluencingmechanismbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness.Meanwhile,thisstudyfurthervalidatedtherationalityandexplanatorypowerofthetheoreticalmodelthroughmethodssuchasstructuralequationmodeling.本研究的数据来源主要包括两部分：一是通过问卷调查收集的消费者个人信息和购物行为数据；二是通过相关网站和数据库获取的生鲜农产品销售数据和消费者评价等数据。在数据处理过程中，本研究严格遵守数据保密和隐私保护的原则，确保数据的合法性和安全性。Thedatasourcesofthisstudymainlyincludetwoparts:first,consumerpersonalinformationandshoppingbehaviordatacollectedthroughquestionnairesurveys;Thesecondistoobtainfreshagriculturalproductsalesdataandconsumerevaluationdatathroughrelevantwebsitesanddatabases.Inthedataprocessingprocess,thisstudystrictlyadherestotheprinciplesofdataconfidentialityandprivacyprotectiontoensurethelegalityandsecurityofthedata.本研究采用定性与定量相结合的研究方法，通过文献分析、问卷调查和统计分析等手段，深入探讨网络购物临场感、信任与消费者在线粘性之间的关系及其影响机制。数据来源广泛且可靠，为本研究的准确性和科学性提供了有力保障。Thisstudyadoptsacombinationofqualitativeandquantitativeresearchmethods,usingliteratureanalysis,questionnairesurveys,andstatisticalanalysistoexploretherelationshipandinfluencingmechanismsbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness.Thewideandreliabledatasourcesprovidestrongsupportfortheaccuracyandscientificityofthisstudy.五、实证分析Empiricalanalysis以B2C模式下消费者网购生鲜农产品为例，本文对所提出的理论模型进行了实证分析。此部分旨在探究网络购物临场感、信任与消费者在线粘性之间的关系，并验证模型的有效性和适用性。TakingconsumeronlineshoppingoffreshagriculturalproductsundertheB2Cmodelasanexample,thisarticleconductsempiricalanalysisontheproposedtheoreticalmodel.Thissectionaimstoexploretherelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness,andverifytheeffectivenessandapplicabilityofthemodel.为了获得准确的数据，本研究采用了问卷调查的方式，目标群体为在B2C平台上购买过生鲜农产品的消费者。问卷内容主要围绕网络购物临场感、信任及消费者在线粘性等核心变量设计，并采用了李克特五级量表来衡量各个变量的程度。Inordertoobtainaccuratedata,thisstudyadoptedaquestionnairesurvey,targetingconsumerswhohavepurchasedfreshagriculturalproductsonB2Cplatforms.Thequestionnairecontentismainlydesignedaroundcorevariablessuchasonlineshoppingpresence,trust,andconsumeronlinestickiness,andtheLikertfivelevelscaleisusedtomeasurethedegreeofeachvariable.采用SPSS软件对收集到的数据进行描述性统计分析、相关性分析和回归分析。对样本的基本情况进行描述性统计，以了解样本的分布和特征；通过相关性分析，探究网络购物临场感、信任和消费者在线粘性之间的关联程度；通过回归分析，进一步验证三者之间的因果关系。UseSPSSsoftwaretoconductdescriptivestatisticalanalysis,correlationanalysis,andregressionanalysisonthecollecteddata.Conductdescriptivestatisticsonthebasicinformationofthesamplestounderstandtheirdistributionandcharacteristics;Throughcorrelationanalysis,explorethedegreeofcorrelationbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness;Furtherverifythecausalrelationshipbetweenthethreethroughregressionanalysis.数据分析结果显示，网络购物临场感与信任之间存在显著的正相关关系，信任与消费者在线粘性也呈现出明显的正相关。这一结果验证了本研究所提出的理论模型，即网络购物临场感能够通过增强消费者的信任感，进而提升消费者的在线粘性。Thedataanalysisresultsshowthatthereisasignificantpositivecorrelationbetweenonlineshoppingpresenceandtrust,andtrustalsoshowsasignificantpositivecorrelationwithconsumeronlinestickiness.Thisresultvalidatesthetheoreticalmodelproposedinthisstudy,whichsuggeststhatthepresenceofonlineshoppingcanenhanceconsumertrustandthusenhancetheironlinestickiness.本研究还发现，不同人口统计学特征的消费者在网络购物临场感、信任和在线粘性上存在差异。例如，年轻消费者和高收入消费者在这些方面的得分普遍较高。这为B2C平台提供了有针对性的市场策略建议。Thisstudyalsofoundthatconsumerswithdifferentdemographiccharacteristicshavedifferencesinonlineshoppingpresence,trust,andonlinestickiness.Forexample,youngconsumersandhigh-incomeconsumersgenerallyscorehigherintheseareas.ThisprovidestargetedmarketstrategyrecommendationsforB2Cplatforms.本研究通过实证分析，证实了网络购物临场感、信任与消费者在线粘性之间的关系，为B2C平台提升消费者粘性提供了理论依据。然而，本研究仍存在一定的局限性，如样本量相对较小、数据来源单一等，未来研究可以进一步扩大样本范围、引入更多影响因素进行探究。Thisstudyconfirmstherelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickinessthroughempiricalanalysis,providingatheoreticalbasisforB2Cplatformstoenhanceconsumerstickiness.However,thisstudystillhascertainlimitations,suchasarelativelysmallsamplesizeandasingledatasource.Futureresearchcanfurtherexpandthesamplerangeandintroducemoreinfluencingfactorsforexploration.网络购物临场感和信任对消费者在线粘性具有显著影响。B2C平台应重视提升消费者的网络购物临场感和信任感，以提高消费者的在线粘性。具体而言，平台可以通过优化购物界面、提高商品质量、加强客户服务等方式来增强消费者的临场感；建立完善的信任机制，如提供透明的交易信息、保障交易安全等，以增强消费者的信任感。通过这些措施，B2C平台可以更好地满足消费者需求，提升消费者的购物体验，从而增强消费者的在线粘性。Thepresenceandtrustofonlineshoppinghaveasignificantimpactonconsumeronlinestickiness.B2Cplatformsshouldattachimportancetoenhancingconsumers'senseofpresenceandtrustinonlineshopping,inordertoincreasetheironlinestickiness.Specifically,theplatformcanenhanceconsumers'senseofpresencebyoptimizingtheshoppinginterface,improvingproductquality,andstrengtheningcustomerservice;Establishacomprehensivetrustmechanism,suchasprovidingtransparenttransactioninformationandensuringtransactionsecurity,toenhanceconsumertrust.Throughthesemeasures,B2Cplatformscanbettermeetconsumerneeds,enhancetheirshoppingexperience,andthusenhancetheironlinestickiness.六、结论与建议Conclusionandrecommendations本研究以B2C模式下的消费者网购生鲜农产品为例，深入探讨了网络购物临场感、信任与消费者在线粘性的关系。通过实证分析，我们发现网络购物临场感和信任对消费者在线粘性具有显著的正向影响。这一结论不仅为电子商务企业提供了理论依据，也为其制定营销策略提供了重要参考。ThisstudytakesconsumeronlineshoppingoffreshagriculturalproductsundertheB2Cmodelasanexampletoexploreindepththerelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness.Throughempiricalanalysis,wefoundthatonlineshoppingpresenceandtrusthaveasignificantpositiveimpactonconsumeronlinestickiness.Thisconclusionnotonlyprovidestheoreticalbasisfore-commerceenterprises,butalsoprovidesimportantreferencesforthemtoformulatemarketingstrategies.网络购物临场感作为消费者在线购物体验的重要组成部分，能够增强消费者的感知真实性和购物沉浸感，从而提高其对购物网站的粘性。因此，电商企业应注重提升网站的交互性和用户友好性，如优化页面设计、丰富产品展示方式、提供实时客服等，以增强消费者的临场感体验。Thesenseofpresenceinonlineshopping,asanimportantcomponentofconsumeronlineshoppingexperience,canenhanceconsumers'perceivedauthenticityandshoppingimmersion,therebyimprovingtheirstickinesstoshoppingwebsites.Therefore,e-commerceenterprisesshouldfocusonimprovingtheinteractivityanduserfriendlinessoftheirwebsites,suchasoptimizingpagedesign,enrichingproductdisplaymethods,providingreal-timecustomerservice,etc.,toenhancetheon-siteexperienceofconsumers.信任在消费者与电商企业之间建立了稳定的心理契约，有助于降低消费者的购物风险感知，提高其对电商平台的信任度和忠诚度。因此，电商企业应通过加强产品质量控制、完善售后服务、提高信息安全保障等措施来建立和维护消费者的信任。Trustestablishesastablepsychologicalcontractbetweenconsumersande-commerceenterprises,whichhelpstoreduceconsumers'perceptionofshoppingrisksandimprovetheirtrustandloyaltytoe-commerceplatforms.Therefore,e-commerceenterprisesshouldestablishandmaintainconsumertrustbystrengtheningproductqualitycontrol,improvingafter-salesservice,andimprovinginformationsecuritymeasures.基于以上结论，本文提出以下建议：一是电商企业应关注消费者的临场感体验，通过技术手段和服务创新提升消费者的在线购物沉浸感；二是电商企业应注重建立和维护消费者的信任，通过诚信经营和优质服务赢得消费者的信赖和忠诚；三是电商企业应通过数据分析和挖掘，了解消费者的需求和偏好，提供个性化的购物体验和精准的营销策略，以增加消费者的在线粘性。Basedontheaboveconclusions,thisarticleproposesthefollowingsuggestions:firstly,e-commerceenterprisesshouldpayattentiontotheon-siteexperienceofconsumers,andenhancetheironlineshoppingimmersionthroughtechnologicalmeansandserviceinnovation;Secondly,e-commerceenterprisesshouldfocusonestablishingandmaintainingconsumertrust,andwinconsumertrustandloyaltythroughhonestoperationandhigh-qualityservice;Thirdly,e-commerceenterprisesshouldunderstandconsumerneedsandpreferencesthroughdataanalysisandmining,providepersonalizedshoppingexperiencesandprecisemarketingstrategies,inordertoincreaseconsumeronlinestickiness.本研究揭示了网络购物临场感、信任与消费者在线粘性之间的内在联系，为电商企业提高消费者粘性和市场竞争力提供了有益的启示和建议。未来研究可进一步探讨不同类型商品和服务下消费者在线粘性的影响因素及作用机制，以期为电商行业的持续发展提供更为全面的理论支持和实践指导。Thisstudyrevealstheinherentrelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickiness,providingusefulinsightsandsuggestionsfore-commerceenterprisestoimproveconsumerstickinessandmarketcompetitiveness.Futureresearchcanfurtherexploretheinfluencingfactorsandmechanismsofconsumeronlinestickinessunderdifferenttypesofgoodsandservices,inordertoprovidemorecomprehensivetheoreticalsupportandpracticalguidanceforthesustainabledevelopmentofthee-commerceindustry.七、研究展望ResearchOutlook随着电子商务的快速发展和消费者对生鲜农产品网购需求的不断增长，研究网络购物临场感、信任与消费者在线粘性之间的关系对于提升B2C模式下消费者网购生鲜农产品的体验具有重要意义。然而，本研究仅为初步探讨，仍有许多值得深入研究的方面。Withtherapiddevelopmentofe-commerceandthecontinuousgrowthofconsumerdemandforonlineshoppingoffreshagriculturalproducts,studyingtherelationshipbetweenonlineshoppingpresence,trust,andconsumeronlinestickinessisofgreatsignificanceforimprovingtheconsumerexperienceofonlineshoppingoffreshagriculturalproductsintheB2Cmodel.However,thisstudyisonlyapreliminarye