Research On Consumers’ Selection Behavior Of Aquatic Products On Fresh E-commerce Platform Under Normal Epidemic Prevention And Control

In recent years,with the rapid development of the domestic Internet industry,the state’s support for relevant e-commerce policies,and the transformation of investment vision of new retail enterprises,the fresh food e-commerce platform relies on these to develop rapidly.The emerging fresh food e-commerce model brings convenience to people’s purchase.It has gradually become a habit for consumers to buy from fresh food e-commerce platforms.The emergence of the "black swan" new crown epidemic in 2020 has broken the status quo that the fresh food platform has been rising all the way.The supply of fresh aquatic products has become a major problem during the strict control of the epidemic.Consumers have also raised more concerns about the purchase of products on the platform.The fresh food e-commerce platform industry encountered an unprecedented bottleneck as soon as it started to take off.At present,my country has entered the stage of normalization of epidemic prevention and control,and the development of fresh food e-commerce platforms has also seen a new turning point.How to promote the development of fresh food e-commerce platforms and improve the competitiveness of fresh food e-commerce under the background of epidemic normalization has become a hot research topic.The research refers to domestic and foreign fresh food e-commerce,taking the consumers of aquatic products on the fresh e-commerce platform as the main research object,based on the theory of consumer behavior and perceived risk theory to design measurement variables such as perceived ease of use,perceived usefulness,perceived risk,quality of fresh aquatic products,quality of platform information,price trade-off,purchase intention,and purchase behavior,etc.and make assumptions.Combined with the TAM model and the UTAUT model and modified to build a theoretical research model,to explore the mechanism of these variables affecting consumers’ purchase intention and behavior under the normalization of epidemic prevention.In the empirical analysis part,the hypothesis verification is assisted by processing and analyzing the sample data with the help of structural equation model.The final result proves that the factors of fresh food e-commerce platform’s "perceived ease of use","perceived usefulness","fresh aquatic product quality","platform information quality","price trade-off" have a significant positive influence on consumers’ "purchase intention" of fresh aquatic products.Consumers’ "perceived risk" factor has a significant negative influence on "purchase intention","purchase intention" and "promoting factors" positively affect consumers buying behavior.It verifies the hypothesis proposed in this paper and proves the feasibility of this study.Combined with the empirical analysis and the development status of e-commerce of fresh aquatic products,this paper puts forward the following suggestions for the government and fresh e-commerce industry: strengthen government supervision,implement product quality standardization,and ensure the quality of platform information;The fresh platform improves the distribution plan;the platform accurately locates users and enhances the customer experience.Under the normalization of epidemic prevention and control,fresh food e-commerce platforms can only achieve real profit and income generation by continuously innovating themselves,improving the platform operation mechanism,and combining with the current government policies and making continuous improvements.