Research On Decision-making Of Fresh Food Community Group Purchase Mode Considering Consumers’ Perceived Value

Fresh agricultural products are closely related to the lives of Chinese residents and belong to high-frequency consumption.For a long time,China’s agricultural production has had the contradiction of "small production" and "big market" for fresh food consumption.Therefore,the smooth circulation of fresh agricultural products and the promotion of the integration of small farmers and modern agriculture are crucial to promoting social and economic development and ensuring people’s basic livelihood.At present,with the upgrading of fresh agricultural product consumption demand and the continuous innovation of fresh retail industry,diversified fresh agricultural product circulation modes such as the agricultural supermarket model and the community group purchase model have been derived.Therefore,exploring and evaluating the effectiveness of various new models will help to achieve mutual benefits for the members of the fresh produce eco-chain and enhance the level and market competitiveness of China’s fresh produce supply chain.By reviewing related studies,this paper takes the community group purchase model as the main body of research,designs a freshness function based on the characteristics of fresh agricultural products such as easy loss,constructs a consumer utility function influenced by price,freshness,and the production effort level of farmers,and establishes a supply chain profit model.The community group buying model is then used as a benchmark to compare and analyse the optimal level of preservation effort and optimal pricing with each of the remaining three models by using the Stackelberg game.level and optimal pricing,and through numerical simulation to compare the community group purchase mode and the other three modes of farmers’ profits and the impact of optimal decision variables on consumer preferences。Finally,the emerging industry in the fresh food supply chain is explored with a focus on Xingsheng Limited as an entry point.The study found that similar to the direct selling model,the agricultural supermarket model,and the agricultural enterprise model,the fresh-keeping effort level,wholesale price,agricultural product pricing,sales volume,and farmer’s profit of the fresh community group buying model showed a downward trend with the increase of consumer price sensitivity.With the increase of consumers’ preference for freshness,there is an upward trend,and when the consumer’s price sensitivity α increases to a certain value or the freshness sensitivity βdecreases to a certain value,it will lead to a negative value for the profits of supply chain members,thus making farmers withdraw from the market.Supply chain,this model no longer participates in the circulation of fresh agricultural products.The change of consumer freshness sensitivity has the least impact on the community group purchase model,and the change of price sensitivity has the greatest impact on the community group purchase model,but the impact of consumer price preference is greater than that of consumer freshness preference in the four models.With the increase of cooperative members in the supply chain ecosystem,the profit of farmers will tend to decrease,and the reduction of agricultural products circulation link is beneficial to farmers.Therefore,how to set an appropriate commission ratio and scientifically and rationally allocate the cooperative parties in the community group buying supply chain ecology.Profits are also key to keeping supply chains functioning efficiently.In the future,how to optimize the display method of products on the platform,make consumers feel the quality of fresh products more intuitively,strengthen the community word-of-mouth marketing,and improve the consumer experience of community group buying customers is the direction that community group buying needs to strive for.