新零售背景下消费者购买生鲜水果意愿及影响因素研究

Research on Consumers' Purchasing Intention and Its Influencing Factors of Fresh Fruits Under the New Retail

【目的/意义】分析消费者需求、了解消费者购买意愿及其影响因素,为提升消费者购买生鲜水果意愿、升级消费者购买体验以及促进生鲜水果新零售模式的发展提供决策参考。【方法/过程】利用消费者调查数据,基于消费者感知价值理论、计划行为理论构建概念模型,运用结构方程模型分析新零售背景下消费者购买生鲜水果意愿及其影响因素。【结果/结论】研究发现:生鲜水果质量、物流配送质量、服务质量对消费者感知功能价值和感知情感价值均产生显著的正向影响;感知功能价值和感知情感价值对消费者购买意愿均产生显著的正向影响;生鲜水果质量、物流配送质量、服务质量能够通过感知功能价值和感知情感价值的中介作用对消费者购买意愿产生显著影响。

【Objective/Meaning】Analysis of consumer demand and understanding of consumers' purchasing intention and its influencing factors will provide decision-making reference for enhancing consumers' willingness to buy fresh fruits,upgrading consumer purchasing experience,and promoting the development of new retail mode of fresh fruits.【Methods/Procedures】Using consumer survey data,based on consumer perceived value theory and theory of planned behavior,a conceptual model was constructed,and structural equation model was used to analyze consumers' willingness to purchase fresh fruit and its influencing factors in the context of new retail.【Results/Conclusions】Research has confirmed that:(1) The quality of fresh fruits,logistics delivery,and service have a significant positive impact on consumers' perceived functional value and perceived emotional value.(2) Both perceived functional value and perceived emotional value have a significant positive impact on consumers' purchase intention.(3) The quality of fresh fruits,logistics delivery,and service can have a significant impact on consumers' purchasing intention through the mediating effect of perceived functional value and perceived emotional value.Based on this,corresponding management strategies are proposed to effectively enhance consumers' willingness to purchase fresh fruits and promote the development of new retail models.