Research on Consumers’ purchase intention and marketing strategy of fresh online shopping platform

Abstract

Different from the high demand and utilization rate during the outbreak, as China enters the post-epidemic era, the growth of fresh e-commerce platforms slows down, and users begin to decline. Back-end marketing is an important aspect of influencing customers' purchase intention for platforms. Therefore, this study takes the influence of consumers' purchase intention in the post-epidemic era as the research object and adopts literature research and case study methods to analyze it. Factors related to consumers' purchase intention include the quality and price of fresh food, the system quality, and the service quality of e-commerce platforms. The reasons for consumers to stop using online platforms in the post-epidemic era include the opaque quality of fresh online shopping, relatively higher prices, concerns about the safety of online payment, and the difficulty of operating platforms. In this regard, the suggestions put forward in this study include improving the efficiency of commodity information transmission, optimizing commodity prices, and improving the service quality of the platform. It promotes the development of China's fresh e-commerce industry in the post-epidemic era and accelerates the transformation of traditional consumption mode to digital.