Research On The Purchase Intention Of Fresh E-commerce User In The Mobile Social Platform

With the gradual impact of social interaction on consumers’ lives,the integration of social interaction and e-commerce provides new development opportunities for the whole fresh e-commerce industry.More and more individuals and enterprises engaged in fresh e-commerce business began to promote products through sharing and recommendation based on mobile social applications.At the same time,enterprises must pay attention to stimulating users’ purchase intention and enhancing users’ stickiness to achieve long-term development through refined operation means.Although domestic scholars have extensively discussed the influence of platform technology factors such as logistics distribution and order management on consumers’ purchase intention from the perspective of the whole fresh e-commerce industry,it will have better theoretical significance and practical value if the research can be carried out from the perspective of consumer psychology according to the specific business model.In this paper,Wechat is used as the research platform,based on the elaboration likelihood model and trust theory,with information quality as the central path,network reputation and social impact as the marginal path,cognitive trust and emotional trust as the user attitude,and the user’s previous purchase experience as the moderating variable,to build a mobile social platform fresh e-commerce user purchase intention influencing factor model.According to the Research scenario and related literature,questionnaire design and pre survey were carried out,and 237 valid questionnaires were collected for statistical analysis such as reliability test,validity test and structural equation test.The results show that when users buy fresh products online on mobile social platform,their purchase intention will be positively affected by cognitive trust and emotional trust;information quality has a positive impact on users’ cognitive trust;online word-of-mouth has a positive impact on users’ cognitive trust and emotional trust;social impact has a positive effect on users’ cognitive trust and emotional trust,and users first The former purchase experience has a positive regulatory role in the impact of information quality on cognitive trust,and a negative regulatory role in the impact of online word-of-mouth on cognitive trust and emotional trust.Based on the research results and the actual situation,some suggestions are put forward for fresh e-commerce enterprises.The research of this paper not only enriches the application of fine processing model in the field of mobile social and fresh e-commerce,but also helps to further understand the social psychological response of users when they make purchase decisions on the mobile social platform,and helps fresh e-commerce enterprises to better understand users’ purchase psychology and grasp the factors that affect users’ purchase intention to achieve refined operation.