Research on Consumers’ purchase intention and marketing strategy of fresh online shopping platform
DOI:
https://doi.org/10.54691/bcpbm.v23i.1336Keywords:
Fresh food, Online shopping platform, Consumer behavior, Purchase intention, Marketing strategy.Abstract
Different from the high demand and utilization rate during the outbreak, as China enters the post-epidemic era, the growth of fresh e-commerce platforms slows down, and users begin to decline. Back-end marketing is an important aspect of influencing customers' purchase intention for platforms. Therefore, this study takes the influence of consumers' purchase intention in the post-epidemic era as the research object and adopts literature research and case study methods to analyze it. Factors related to consumers' purchase intention include the quality and price of fresh food, the system quality, and the service quality of e-commerce platforms. The reasons for consumers to stop using online platforms in the post-epidemic era include the opaque quality of fresh online shopping, relatively higher prices, concerns about the safety of online payment, and the difficulty of operating platforms. In this regard, the suggestions put forward in this study include improving the efficiency of commodity information transmission, optimizing commodity prices, and improving the service quality of the platform. It promotes the development of China's fresh e-commerce industry in the post-epidemic era and accelerates the transformation of traditional consumption mode to digital.
Downloads
References
T. Semerádová, P. Weinlich, Introduction, Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19, 2021, pp. xli, DOI: https://doi.org/10.4018/978-1-7998-8294-7
S. Kemp, Digital 2020: April Global Statshot, Datareportal – Global Digital Insights, 2020. https://datareportal.com/reports/digital-2020-april-global-statshot
Commerce E-Volution Report, Mastercard Data & Services, 2021. https://www.mastercardservices.com/en/recovery-insights/commerce-e-volution-report.
Y. J. Li, The rise of fresh food ecommerce in the post-epidemic era: opportunities and countermeasures, Thepaper.Cn, 2020. https://www.thepaper.cn/newsDetail_forward_6981123_1
2020 Insights report on China's post-epidemic retail consumption, iResearch, 2020. https://www.iresearch.com.cn/Detail/report?id=3618&isfree=0
2021 China fresh electricity market data report, EREC, 2022. https://www.100ec.cn/zt/2021zgsxdsscsjbg/img/trz.pdf
G.B. Yuan, In the post-epidemic era, online and offline retail has become a new trend, OFweek, 2021. https://www.ofweek.com/smartcity/2021-07/ART-201800-8500-30508648.html
K.Q. Zhao, H.X. Shi, Y.Y. Zhang, J.P Sheng, Fresh Produce E-Commerce and Online Shoppers’ Purchase Intention, The Chinese Economy, 2021, vol. 54, no. 6, pp. 415-429. DOI: https://doi.org/10.1080/10971475.2021.1890359
Y.M. Cang, D.C. Wang, A comparative study on the online shopping willingness of fresh agricultural products between experienced consumers and potential consumers, Sustainable Computing: Informatics and Systems, 2021, vol. 30. DOI: https://doi.org/10.1016/j.suscom.2020.100493
S.S. Jin, H.Y. Li, Y. Li, Preferences of Chinese consumers for the attributes of fresh produce portfolios in an e-commerce environment, British Food Journal, 2017, vol. 119, no. 4, pp. 817-829. DOI: https://doi.org/10.1108/BFJ-09-2016-0424
X.W. Gao, X.J. Shi, H.D. Guo, Y.H. Liu, To buy or not buy food online: The impact of the COVID-19 epidemic on the adoption of e-commerce in China, 2020, PLoS ONE 15(8): e0237900. DOI: https://doi.org/10.1371/journal.pone.0237900
M.J. Lu, R. Wang, P.Y. Li, Comparative analysis of online fresh food shopping behavior during normal and COVID-19 crisis periods, British Food Journal, 2022, vol. 124, no. 3, pp. 968-986. DOI: https://doi.org/10.1108/BFJ-09-2020-0849
C. Liu, Research on the Development Strategy of Fresh Food E-commerce Enterprises under COVID-19-Taking Ding Dong as an Example, 2021, E3S Web Conf., 275 (2021) 01035. DOI: https://doi.org/10.1051/e3sconf/202127501035
G.J. Lin, Higher Education Research Methodology-Literature Method, International Education Studies, 2009, vol. 2, no. 4, pp. 179-181. https://files.eric.ed.gov/fulltext/EJ1065734.pdf
A. Bennett, Case Study: Methods and Analysis, International Encyclopedia of the Social & Behavioral Sciences, Pergamon, 2001, pp. 1513-1519. DOI: https://doi.org/10.1016/B0-08-043076-7/00751-8
X. Huang, D. Kuijpers, L. Li, S. Sha, C.A. Xia, How Chinese consumers are changing shopping habits in response to COVID-19, McKinsey, 2020. https://www.mckinsey.com/featured-insights/asia-pacific/how-chinese-consumers-are-changing-shopping-habits-in-response-to-covid-19#
Research report on fresh food e-commerce industry in China, iResearch, 2020. https://www.iresearch.com.cn/Detail/report?id=3620&isfree=0
Research report on the operation of big data and development prospects of fresh food e-commerce in the post-epidemic era in China in 2020, iiMedia, 2020, https://www.iimedia.cn/c400/69993.html
X. Sun, New E-Commerce Model and Development Strategy of Fresh Food E-Commerce Platform Based on ReTech, 2021, E3S Web of Conferences 251, 01004 (2021). DOI: https://doi.org/10.1051/e3sconf/202125101004
Y.H. Yin, Analysis on the Development Strategy of New Retail and New Logistics Business Model of Freshippo, Management science and Engineering, Hans, 2020, vol. 9, no. 2, pp. 113-121. DOI: https://doi.org/10.12677/MSE.2020.92015
K.T. Wu, Fresh Food E-Commerce Booms in China, Hanshow, 2020. https://www.hanshow.com/news/173.html.https://www.hanshow.com/news/173.html
Research report on China fresh e-commerce industry in 2021, iResearch, 2021. https://www.iresearch.com.cn/Detail/report?id=3776&isfree=0
Report on China fresh e-commerce industry in 2021, Fastdata, 2021. http://www.ifastdata.com/data/upload/ueditor/20211102/61810aa75d71e.pdf
Private Traffic in China: Own your customer traffic, daxueconsulting, 2020. https://daxueconsulting.com/private-traffic-in-china/
J.N. Sheth, B.I. Newman, B.L. Gross, Why we buy what we buy: A theory of consumption values, Journal of Business Research, 1991, vol. 22, no. 2, pp. 159-170. DOI: https://doi.org/10.1016/0148-2963(91)90050-8
X. Qi, H.M. Yu, Exploring Influential Factors Including COVID-19 on Green Food Purchase Intentions and the Intention–Behaviour Gap: A Qualitative Study among Consumers in a Chinese Context, International Journal of Environmental Research and Public Health, 2020, vol. 17, no. 19. DOI: https://doi.org/10.3390/ijerph17197106
S.S. Cha, S.H. Lee, The effects of HMR selection attributes on repurchase intention by shopping channels, The Journal of Distribution Science, 2018, vol. 16, no. 3, pp. 13-21. DOI: https://doi.org/10.15722/jds.16.3.201803.13
S.H. Lee, S.S. Cha, M.K. Kwak, Consumers’ Choice for Fresh Food at Online Shopping in the Time of Covid19, Journal of Distribution Science, 2020, vol. 18, no. 9, pp. 45–53. DOI: https://doi.org/10.15722/jds.18.9.202009.45
A. Sreeram, A. Kesharwani, S. Desai, Factors affecting satisfaction and loyalty in online grocery shopping: an integrated model, Journal of Indian Business Research, 2017, vol. 9, no. 2, pp. 107-132. DOI: https://doi.org/10.1108/JIBR-01-2016-0001
According to the National Bureau of Statistics, the proportion of the population aged 60 and above reached 18.7%, indicating that the aging process has accelerated significantly, people.cn, 2021. http://finance.people.com.cn/n1/2021/0511/c1004-32100026.html
O. Wang, S. Somogyi, Consumer adoption of online food shopping in China, British Food Journal, 2018, vol. 120, no. 12, pp. 2868-2884. DOI: https://doi.org/10.1108/BFJ-03-2018-0139
K.S. Jung, Study on processed foods purchase decision factors in open market. E-Business Studies, 2012, vol. 13, no. 1, pp. 269-290. DOI: https://doi.org/10.15719/geba.13.1.201203.269
Leading Reasons for Not Shopping Online after Coronavirus (Covid-19) Social Distancing Measures Are Lifted in Hong Kong, Rakuten Insight, Statista, 2020. https://www.statista.com/statistics/1127461/hong-kong-reasons-against-online-purchases-after-coronavirus-pandemic-2020/
J.M. Zhan, R.Y. Niu, C.X. An, X.R. Jiang, Analysis of Hema Fresh business model, 2018. http://bs.uibe.edu.cn/marketing/news/view_news.aspx?systemname=yxnewsinfo&newsid=5548
Billions of losses and was rumored layoffs, how would Dingdong get rid of the "waste money" with not profit dilemma, iiMedia, 2022. https://www.iimedia.cn/c460/83248.html
D. Shane, Seth Godin Says the Answer to This 1 Question Will Measure the Effectiveness of Your Marketing in 2019, Inc., 2018. https://www.inc.com/dakota-shane/seth-godin-says-key-to-marketing-success-is-to-focus-on-answering-this-1-question.html
M. Watkins, In Practice: Principles of Persuasion, Negoutiation Journal, 2001, vol. 17, no. 2, pp. 115-137. DOI: https://doi.org/10.1111/j.1571-9979.2001.tb00231.x
G.F. Ruan, What should we pay attention to when shopping for food during the epidemic, CNPHARM, 2020. http://www.cnpharm.com/c/2020-03-22/717487.shtml
R. Dooley, A Guide to the 6 Principles of Persuasion & How to Use Them in Sales, HubSpot, 2017. https://blog.hubspot.com/sales/cialdini-principles-of-persuasion
R.M. Schindler, L.S. Warren, Effect of Odd Pricing on Choice of Items from a Menu, Advances in Consumer Research, 1988, vol. 15, no. 1, pp. 348-353. https://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=6487627&site=ehost-live
Downloads
Published
Issue
Section
How to Cite
