The Research On Effect Of Food E-store Image On Consumer Purchase Intentions

In recent years,the food E-store develops rapidly,and gradually integrates into people's lives.Although the development of food electricity business is still in the initial stage,but its development space is huge,with broad market prospects.The rapid development of food online stores has brought a lot of convenience to consumers,on the one hand,consumers save a lot of time because of the online store door-to-door model;the other hand,online store sales prices are often lower than the traditional food stores.However,there is a big potential risk when purchasing food online.As the food safety events occur frequently,consumers are particularly concerned about the quality of food and safety issues,prompting consumers to perceive the food risk which is higher than the general product,and food has a certain shelf life,consumers will have a certain perceived risk when receive the expired food.In addition,consumers also perceive financial risks such as online payments issue.When shopping online,consumers can not directly contact with the goods,so the image of the Internet store become the basis for judging the quality of products to consumers.For every food e-stores,having a good image of the store can affect the consumer' preferences for the food E-stores.In order to obtain more profits,food e-stores need to establish a good image of the store to attract consumers,through improving the image to create more value for consumers to reduce the cost and risk of purchasing food online.Therefore under the background of food E-store,this article will explore what is the characteristics of the store image that has a significant impact on the perceived value,and to explore whether the perceived risk moderate the relationships between perceived value and purchase intention,through the investigation of China's consumers.In terms of descriptive statistical analysis of variables,consumers have a high degree of recognition of the shelf life,self-logistics,food packaging,page navigation,entertainment,transaction security and confidentiality of food E-stores,and entertainment is the highest.In terms of variance analysis,consumers that are women,24 years old,unmarried,high monthly income level have higher recognition degree on the food e-store image than the other consumers.In addition,consumers that purchase food online for a longer time and more frequently have higher recognition degree on the food e-store image than the other consumers.In the process of empirical analysis of sample data,this article establishes the relationship model between food store image,consumer perceived value,perceived risk and purchase intention.Based on the 514 consumer survey data,the structural equation model was used to explore the relationship between the multi-dimensional store image,perceived value,purchase intention and perceived risk of the food E-store.This study shows that the effect of E-store image on perceived value is positive;the effect of perceived value on purchase intention is also positive;Financial risk moderate the relationships between perceived value and purchase intention,however,expiration date risk as the peculiar attribute of food does not moderate the relationships between perceived value and purchase intention.