A Study on Purchase Intention of Fresh Food E-commerce in Omnichannel Context

Abstract

In retail e-commerce entering the omnichannel era, catering to fresh food e-commerce consumers’ needs and enhancing consumers’ purchase intentions are urgent problems for merchants to solve. More research is needed on the purchase behavior of fresh food e-commerce consumers in the omnichannel context in the existing literature. Therefore, based on the SOR theory, the study combines the omnichannel with the characteristics of fresh produce to explore the influencing factors of fresh produce e-commerce consumers’ purchasing intention in the omnichannel context. The questionnaire survey method was used to collect 527 valid sample data, and multiple linear regression was used to test the hypotheses and mediating effects. The results show that brand image, website quality, product quality, logistics service quality, and after-sales service quality positively affect purchase intention through perceived values (utilitarian, hedonic, and social values). Among them, utilitarian and hedonic values significantly affect purchase intention, while social values have little effect.