The Study on Fruit Purchase Satisfaction in College Students

Abstract

The college students' consumption behaviors have rich knowledge, and open consumption concepts and flexible thinking of college students are the backbone of future social development. Therefore, it is necessary to systematically study the formation process and its influencing factors of college students' satisfaction in the process of purchasing fruits through multiple channels by constructing theoretical models. In this paper, when studying the factors affecting the satisfaction of college students' fruit purchase, these four factors (corporate image, consumption expectation, perceived quality, perceived value) are initially identified as the main factors affecting satisfaction, and further refined on the basis of this. This paper uses SPSS 22.0 to conduct a simple descriptive statistical analysis of the sample data, that is, statistics on the basic information of the consumer's grade, gender, monthly living expenses, and preliminary understanding of the issues related to fruit purchase behavior, and find the corporate image and consumption. Expectation, quality perception, perceived value, and the correlation coefficient between each factor and consumer satisfaction are high.