网络零售市场的发展，成为生鲜电商发展契机。2017年以盒马鲜生为代表的生鲜零售APP以互联网技术为手段，线上线下结合，建立“店超+电商”的经营模式，实现消费创新，提升用户购物体验。

本研究的主要工作包括问卷与访谈调查研究、用户需求分析、转化设计三部分。为探索生鲜零售APP消费体验与用户忠诚的关系，本研究在前人的研究基础上通过《生鲜零售APP消费体验问卷》，对用户进行问卷调查，通过定量分析得出生鲜零售APP消费体验对用户忠诚有显著的正相关关系，在其中认知体验、情绪体验、产品体验和感官体验在对线上顾客的用户忠诚有着显著的正相关关系。接着通过1对1访谈进一步研究用户的消费行为与态度，提炼用户需求，将生鲜零售APP的用户需求总结为四大类，分别是可靠的产品、满足个人偏好、获得省时省力的服务、便利的APP平台。再经过C-Box方法筛选分析出关键需求。针对关键需求点进行转化与设计，提出体验改善策略，从而改善消费者的消费体验来提升用户忠诚。通过思维发散和设计聚焦，提出了具体的体验改善的创意点。基于主流生鲜新零售APP产品，保留现有基础功能的前提下进行体验改善，并做出页面原型进行展示。最后对目前的成果进行总结与反思，针对生鲜零售电商行业的发展趋势进行展望并提出相关经验。

The development of online retail market has become an opportunity for fresh e-commerce. In 2017, the fresh retail APP represented by Freshhema takes Internet technology as a means, combines online and offline, and constructs the operation pattern of "store + e-commerce" to realize retail innovation and improve consumption experience.

The main work of this study includes three parts: questionnaire and interview research, user demand analysis and transformation design. In order to explore the relationship between the consumption experience of fresh retail app and user loyalty, this study conducted a questionnaire survey on users. In this chapter, the data samples for analysis were obtained. Based on the existing research scales in the existing literature, the development and design of the initial scale of this study is carried out.The final formal survey scale has a high level of reliability and validity. On this basis, this paper analyzes the relationship between consumer experience and user loyalty, and finds that the online consumption experience of fresh retail app has a significant impact on user loyalty. Then, through 1-to-1 interviews, we further study the consumer behavior and attitude of users, refine user needs, and summarize the user needs of fresh retail app into four categories, namely reliable products, personal preferences, time-saving, labor-saving services, and convenient app platform. The key requirements are screened and analyzed by C-box method. According to the transformation and design of the key demand points, the experience improvement strategy is proposed to improve the consumer experience and enhance the user loyalty. Through the divergent thinking and design focus, the specific creative points of experience improvement are put forward. Based on the mainstream fresh new retail app products, the interface prototype is made for display. Then the interface is tested. The main methods are system usability scale and semi-structured interview. It shows that the interface can improve the user experience. Finally, the current achievements are summarized, and the development trend of fresh retail e-commerce industry is prospected.