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Fresh Produce E-Commerce and Online Shoppers’ Purchase Intention

Author

Listed:
  • Kaiqi Zhao
  • Hongxu Shi
  • Yu Yvette Zhang
  • Jiping Sheng

Abstract

The development of the Internet has provided many opportunities for electronic commerce, and many e-commerce companies like Alibaba have achieved great success. Fresh produce industry has also attempted to step into e-commerce during the past decade. It is important for e-commerce to understand customers’ demands in this new market in order to make profits. In this research we conducted a market survey to investigate the market situation of Chinese fresh produce e-commerce. Consumer attitudes and behaviors toward online shopping for fresh fruits were evaluated. A logit model was used to identify potential factors that may have impact on consumers’ purchase intention. Results show that women are more likely than men to shop online; other factors such as influence from friends, income, product quality, food labels, packaging, and payment security can also affect online shoppers’ purchase intention.

Suggested Citation

  • Kaiqi Zhao & Hongxu Shi & Yu Yvette Zhang & Jiping Sheng, 2021. "Fresh Produce E-Commerce and Online Shoppers’ Purchase Intention," Chinese Economy, Taylor & Francis Journals, vol. 54(6), pages 415-429, November.
    • Handle: RePEc:mes:chinec:v:54:y:2021:i:6:p:415-429
    DOI: 10.1080/10971475.2021.1890359
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    Cited by:

    1. Zhang, Dianfeng & Shen, Zifan & Li, Yanlai, 2023. "Requirement analysis and service optimization of multiple category fresh products in online retailing using importance-Kano analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Yuyang Tan & Chunxiang Guo & Dong Cai, 2023. "Value‐added service decision and coordination under fresh produce e‐commerce considering order cancelation," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 2199-2210, June.

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