Research on the Influence of Consumers'Willingness to Purchase on Fresh Food E-commerce Platform under the New Retail Model——Mediation Effect Based on Perceived Value
Based on unified theory of acceptance and use of technology 2(UTAUT2)and perceived value-based adoption model(VAM)theories,this study analyzed 535 research data to empirically test the influencing factors of consumers'willingness to purchase on fresh food e-commerce platforms under the new retail model.The results showed that hedonic motivation is a crucial factor influencing consumers'willingness to purchase,followed by perceived value,effort expectation,and social influence.Hedonic motivation,effort expectation and facilitating condition had significant positive effects on consumers'perceived value,and the effects decreased in order.At the same time,perceived value played a mediating role in hedonic motivation,effort expectation and facilitating condition on consumers'willingness to purchase.Hedonic motivation and effort expectation had effects on consumers'performance expectation,but the effect of performance expectation on consumers'perceived value was not significant.Accordingly,fresh food e-commerce platforms should improve the ability of refined operation,create all-weather consumption experience,improve the efficiency of platform function,focus on word-of-mouth marketing,improve the traceability mechanism,improve the perceived value of consumption,and then increase the willingness of consumers to purchase.
new retailfresh food e-commerce platformconsumer,willingness to purchaseperceived valuestructural equation model
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