Study On The Willingness And Influencing Factors Of Community Group Purchase Of Fresh Produce Of Zhengzhou Residents

Since the emergence of community group buying,the community group buying industry has developed rapidly,and with the continuous entry of major e-commerce capital,the scale of community group buying has become larger and larger.Fresh agricultural products community group buying station has also gradually become a popular way to buy agricultural products under this environment.Community group buying has promoted the development of the agricultural products production and marketing industry.In addition to the marketing,platform construction and management of group buying based on the characteristics of the agricultural products themselves,the internal and external factors of consumers cannot be ignored.Consumers’ perceptions and attitudes toward community group buying can directly or indirectly affect their participation in community group buying.In this regard,this thesis analyzes the main factors influencing residents’ willingness to participate in community group purchasing of fresh produce through field research and empirical studies.This thesis takes the influencing factors of purchase intention as the starting point,and based on the existing literature,uses the S-O-R theoretical model,sets five aspects of trust,product quality,service quality,subjective norms and purchase cost as the stimulus factors,sets perceived value as the representative dimension of the organism,and combines the perceived value of consumers to construct a model to thesis the influencing factors of fresh produce community group purchase intention of Zhengzhou residents.The questionnaire was formed based on the mature scale of domestic related research and combined with the characteristics of contemporary consumers.According to the 320 valid questionnaires returned,the software SPSS27.0 and AMOS24.0 were used to organize and analyze the returned questionnaires,and the main analysis included descriptive statistical analysis,reliability test,validity test,factor analysis,correlation test,structural equation test and mediating effect test.The research and empirical thesis found that: trust,product quality,service quality,subjective norm and purchase cost all positively affect consumers’ perceived value;at the same time,trust,product quality,service quality,subjective norm and purchase cost also positively affect consumers’ purchase intention;perceived value plays a mediating role between trust,product quality,service quality,subjective norm,purchase cost and purchase intention.Based on the analysis of the research and empirical results,the following suggestions are made: cultivate professional heads to attract private domain traffic;strengthen quality supervision to ensure product quality;improve platform design to enhance customer stickiness;locate target groups and launch promotions at the right time;use media publicity to bring social attributes into play.