Research On The Influencing Factors Of C2C Fresh Fruit Micro-business Consumers' Buying Intention

With the popularization and development of Internet technology,the emergence and perfection of online shopping platform has brought convenience to people and changed the way people shop.At present,China’s online shopping is gradually improved,and mobile e-commerce is developing rapidly.Micro-business originated from micro-blog,developed in micro-mail,belongs to e-commerce,but also had the characteristics of socialization.At the beginning of its development,it created many sales miracles of brands.With the gradual standardization of micro-business,it has highlighted the greater market vitality and development potential.Fresh fruits have been sold by physical stores for a long time.The rapid development of e-commerce provides an effective channel for fresh fruit sales,breaking the seasonal and geographical restrictions on fresh fruit sales.The low threshold simple operation and other advantages of C2C micro-business create conditions for farmers and businessmen.Under this background,the research on the factors affecting the purchasing intention of C2C fresh fruit micro-business consumers can not only enrich the theory of consumers’ purchase intention of micro-business,but also have practical significance for C2C fresh fruit micro-business operators to improve customers’ purchase intention and promote the development of micro-business.This paper summarizes and analyzes the research status of micro-business at home and abroad and the purchase intention of online consumers.Combining the characteristics of fresh fruits,this paper constructs a research model of influencing factors of C2C fresh fruits micro-business consumers’ purchase intention from three aspects of products,platforms and merchants.500 questionnaires were distributed online and offline,and 438 valid questionnaires were analyzed by SPSS23.0 software,including descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis,intermediary effect analysis and difference analysis.The results show that:(1)product factors,platform factors and business factors all have positive and significant effects on purchase intention.(2)product factors,platform factors and business factors have a positive and significant impact on perceived usefulness.(3)product factors,platform factors and business factors all have positive and significant impact on trust.(4)perceived usefulness and trust have positive and significant effects on purchase intention.(5)perceived usefulness and trust play a mediating role in the influence of product factors,platform factors and business factors on purchase intention.Finally,combined with the results of empirical analysis,this paper gives advice on how to improve the purchase intention of C2C fresh fruit micro-business consumers.C2C fresh fruit micro-business is an important channel for fresh fruit sales at present.This research provides practical suggestions for C2C fresh fruit micro-business operators,which helps C2C fresh fruit micro-business operators to formulate effective marketing strategies and enhance consumers’ purchase intention according to their own situation,and thus enhance the market vitality and competitiveness of C2C fresh fruit micro-business.Up to now,there are not many studies by domestic and foreign scholars about the purchase intention of C2C fresh fruit micro-business consumers,so this research will help enrich the relevant theories and achievements in this field.