Study on Influencing Factors of Consumers’ Online Purchase Intention of Fresh Foods in Chengdu, Sichuan
Abstract
This study aims to investigate the factors influencing consumers’ intention to purchase fresh food online in the Chengdu area of
Sichuan province, China. The research focuses on examining the impact of perceived value, consumer expectations, and cognitive attitudes
on consumers’ purchasing intention. A survey was conducted among a sample of consumers in the region, and data were analyzed using sta_x005ftistical techniques, including regression analysis. The findings suggest that perceived value, consumer expectations, and cognitive attitudes
significantly influence consumers’ intention to purchase fresh food online. The results of this study provide valuable insights for online fresh
food retailers in understanding the factors that drive consumers’ purchasing intention and can help formulate effective marketing strategies to
attract and retain customers in the competitive online food market.
Sichuan province, China. The research focuses on examining the impact of perceived value, consumer expectations, and cognitive attitudes
on consumers’ purchasing intention. A survey was conducted among a sample of consumers in the region, and data were analyzed using sta_x005ftistical techniques, including regression analysis. The findings suggest that perceived value, consumer expectations, and cognitive attitudes
significantly influence consumers’ intention to purchase fresh food online. The results of this study provide valuable insights for online fresh
food retailers in understanding the factors that drive consumers’ purchasing intention and can help formulate effective marketing strategies to
attract and retain customers in the competitive online food market.
Keywords
online fresh food purchase; consumer intention, perceived value; consumer expectations; cognitive attitudes
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PDFReferences
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DOI: http://dx.doi.org/10.18686/fm.v9i1.12065
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