An Analysis of the Digital Improvement for Online Food Shopping on Chengdu Residents’ Consumer Usage Behaviour
Abstract
the quality and freshness of fresh food, as well as the safety of online shopping, the authenticity, and delivery of food information,
after-sales service, etc. aspect. By clearly understanding the key factors influencing consumers’ online purchase decisions, fresh
food retailers could fully use the fast-growing network, develop their core competitiveness, and create more excellent commercial
value. This paper analyzed the impact of online food shopping on Chengdu residents’ consumption behavior, investigated factors
affecting the network environment and digital improvement in consumer behavior, and suggested the appropriate concepts and
understandings of online shopping marketing strategy for online food shopping.
Keywords
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DOI: http://dx.doi.org/10.18686/ahe.v6i11.4945
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