Fresh Produce E-Commerce and Online Shoppers' Purchase Intention. Issue 6 (2nd November 2021)

• Record Type: Journal Article
• Authors: Zhao, Kaiqi; Shi, Hongxu; Zhang, Yu Yvette; Sheng, Jiping
• Is Part Of: Chinese economy. Volume 54:Issue 6(2021)
• Page Start: 415
• Page End: 429
• Publication Date: 2021-11-02
• Subjects: Online shopping -- fresh produce shopping platforms -- fresh fruit markets -- consumer behavior -- Chinese consumers; China -- Economic conditions -- Periodicals; Chine -- Conditions économiques -- Périodiques; 330.951
• DOI: 10.1080/10971475.2021.1890359
• Languages: English
• ISSNs: 1097-1475

Abstract

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.