本文针对疫情背景下的生鲜电商宅经济发展、营销策略与顾客满意度进行研究，以人格特质和生活型态为控制变项，进行相关分析和因果关系验证。透通过结构方程模式发现，人格特质直接影响生活型态及对不同营销策略、物流服务、平台环境的接受程度；但人格特质不直接影响顾客满意度，而是通过对不同营销策略与平台环境的接受程度间接影响顾客满意度。通过问卷调查后的追踪数据，发现因此疫情发生后，生鲜电商的宅经济，比疫情发生前更为发展。本文認為针对开放性、严谨性、外向性、友善性和情绪稳定性五种人格特质的顾客，应该有不同的营销策略：对开放性、外向性、友善性和情绪稳定性人格特质，采用的营销策略应该强调价格较低；对严谨性人格特质，采用的营销策略则应该强调质量较好。

关键词：宅经济、生鲜电商、人格特质、生活型态、营销策略

In this paper, we study the “stay-at-home-economy” development, marketing strategies and customer satisfaction of fresh food e-commerce industry under the epidemic situation of COVID-19. We take personality traits and lifestyles as control variables to conduct correlation analysis and causality verification. Through the structural equation model, it is found that personality traits have a direct impact on lifestyle, marketing strategies, logistics services and platform environment. But personality traits do not directly affect customer satisfaction, it indirectly affects customer satisfaction through marketing strategies and platform environment. Through the questionnaire data, it is found that after the outbreak of the epidemic, the “stay-at-home-economy” of fresh e-commerce is more developed than before. For customers with five personality traits of openness, preciseness, extroversion, friendliness and emotional stability, they should accept different marketing strategies. For the personality traits of openness, extroversion, friendliness and emotional stability, the marketing strategy should emphasize on low price. For the personality traits of preciseness, the marketing strategy should emphasize on good product quality.

Keywords: Stay-at-home-economy, Fresh Food E-commerce, Personality Traits, Lifestyles, Marketing Strategies