Research Of Consumer’s Purchase Intention Of Fresh Ecommerce In Background Of New Retail

The retail e-commerce in China has entered the era of "new retail".Some e-commerce enterprises regard fresh food products as the primary breakthrough in the process of new retail model.Many traditional fresh e-commerce vendors are also trying to do some transformation.Among them,Ali’s "fresh Hema" is the main representative.In the early stage of market transformation,how to meet the growing needs of consumers and then improve their willingness to purchase has become an urgent problem to solve.This paper summarizes the existing research results such as fresh retail mode and consumer purchase intention.Based on the classical theory such as perceptual value theory and plan behavior theory and fully combining the characteristics of fresh products and the new retail model,this paper constructs the research model of the influence of consumers on the purchase intention of fresh e-commerce in the context of the new retailing.Then design the questionnaire referring to the mature questionnaire scale and collect 318 valid questionnaires.After analysing the sample data by SPSS and AMOS,this paper has concluded as follows:(1)Perceived fresh product quality and perceived offline service quality both has a significant positive impact on perceived functional value and emotional value.(2)Perceived logistics service quality has a positive and significant impact on functional value,but the impact on emotional value is not significant.(3)Perceived cost has a significant negative correlation with perceived functional value,but the relationship with perceived emotional value is not significant.(4)Perceived risk has a significant negative correlation with perceived functional value and perceived emotional value.(5)Perceived value has a positive and significant impact on purchase intention.Using the method of dynamic evolutionary game,this paper discusses the relationship between the service quality of fresh e-commerce and consumers’ purchase intention.A dynamic game model between merchants and consumers,merchants and merchants is constructed.It found that in order to achieve the(high quality of service,purchase)strategy,the difference in the profit by the merchant to provide high and low quality service must be less than the penalty imposed by the merchant and the recovering cost.By reducing the cost of fresh transactions,increasing the penalties of merchant and customer recovery costs,merchants can be encouraged to provide high quality of service,thereby facilitating consumers’ willingness to purchase.Finally,according to the research conclusions,this paper put forward some suggestions for the development of China’s fresh e-commerce industry.