中文摘要：

对线上消费者生鲜产品末端配送满意度的影响因素进行研究，在服务质量满意度模型、TAM理论模型和消费者调研的基础之上，选取可靠性、服务关怀性、服务保证性、服务易用性以及服务响应性作为消费者满意度影响因素研究指标。采用回归分析法对数据进行分析，得出可靠性和服务保证性对生鲜产品末端配送消费者满意度影响最大。依据分析结果建议，线上生鲜产品运营可以通过提高配送时间准确性和生鲜配送时的新鲜度提升生鲜消费者的满意度。

英文摘要：

This paper studies influential factors of terminal distribution satisfaction of online customers for fresh products. Based on the theory of service quality satisfaction, TAM model and the consumer research, this paper chooses reliability, service care, service guarantee, service usability and service response as the research indexes of influential factors of consumer satisfaction. The regression analysis of the data shows the reliability and service guarantee mostly influence consumer satisfaction for terminal distribution of fresh products. The result suggests that online fresh product operation can improve consumer satisfaction through enhancing distribution time accuracy and freshness.