Consumers’ Purchasing Channel Selection Strategy Of Fresh Agricultural Products Based On Perceived Value

Since the outbreak of COVID-19,the government has taken multiple measures to ensure the quality,safety and supply of fresh agricultural products,and residents’ purchasing channels for fresh agricultural products have shown a trend of diversification.From the perspective of consumers,the study of fresh agricultural products channel choice can better grasp consumer demand,improve consumer experience,for fresh retailers to fight for the vast consumer market has important practical application value;and to better meet "people’s yearning for a better life",release fresh market consumption potential,promote the development of fresh retail and fresh retail channel integration has important practical significance.Based on the theory of perceived value,considering perceived gains(product value,the experience value)and the perceived benefit of(search cost,purchase cost,time cost)the influence of channel choice for consumers to buy fresh agricultural products,combining with the characteristics of fresh agricultural products and build perceived value function,research on consumer online channel choice behavior,In order to provide reference for different channel retailers of fresh agricultural products.Research found that: when consumer is choosing fresh agricultural products shopping channels,offline channels to reduce purchase cost and time cost,experience value(fresh agricultural products quality and service),can increase consumers’ perceived value,but their fresh agricultural products quality and service is limited to the promotion of consumer perception gains.Similarly,the reduction of online fresh food retail channel search cost and time cost,and the improvement of experience value(ease of use and reputation of the platform)can increase consumers’ perceived value,but the improvement of platform ease of use and reputation can not increase consumers’ perceived gains indefinitely.The specific influencing mechanism of each link in the decision-making process of consumers’ purchasing channels is deeply studied,and the following conclusions are drawn: First,by comparing the purchase cost of different channels,the research finds that the promotion and price advantage of fresh agricultural products in online channels promote some consumers to move to online channels.Secondly,by comparing the purchase cost of different channels,it is found that consumers who do not know how to shop online can only choose to buy fresh agricultural products from offline channels,but prefer to purchase from places with a shorter consumption radius.For consumers with online shopping ability,they prefer to buy fresh agricultural products through channels with low time cost and high convenience.Third,when there is no difference in purchase cost,search cost is an important factor influencing channel choice.If the fresh agricultural products in online channels have more complete types,higher standardization degree and higher search efficiency,that is,the search cost of online channels is less than that of offline channels,the study finds that with the increase of the types of fresh agricultural products consumers want to buy,consumers are more inclined to choose online channels to buy fresh agricultural products.Fourth,when there is no difference in product value,purchase cost and search cost,experience value is the decisive factor affecting consumers’ purchase channel choice.However,it is still necessary to consider increasing product value,reducing perceived loss(search cost and purchase cost)and other methods to realize the improvement of consumers’ perceived value,so as to promote consumers’ choice of online purchasing channels for fresh agricultural products.According to the conclusion,some reasonable suggestions are put forward for different channels of fresh agricultural products.First,traditional offline channels should focus on reducing shopping costs and improving consumers’ shopping experience.Second,online fresh retail channels should improve distribution efficiency,reduce purchase cost and increase platform usability.Third,offline and online fresh food retail channels should cooperate for win-win,complementary and symbiotic.Fourth,offline and online fresh the integration development of the retail channel is,the trend of retail industry in the future should build multi-channel cooperation coordination system of retail,make consumers can get offline channels experience value,but also by lower search costs plenty of commodity information,provide the best experience for consumers and maximum convenience,so as to realize the promotion of consumer perceived value.