Research On The Influence Mechanism Of Perceived Value Of Community Fresh Group Purchase On Consumers’ Purchase Intention

With the popularity of e-commerce and We Chat,the novel online retail model of community fresh group purchase has gradually occupied a place in the fresh e-commerce market.At present,the topic of community fresh group buying is hot.From the group buying platform to the capital behind it,from community leaders to community residents,there are different opinions on community fresh group buying.Therefore,many scholars have introduced community group buying into academic topics and studied it from various aspects.At present,scholars usually focus on the word group purchase when studying community fresh group purchase.Most of them analyze the influencing factors such as product brand,platform design,supply chain process and marketing strategy from the perspective of enterprise platform.Few scholars have studied the customer value of community fresh group purchase and the reasons for consumers’ purchase.Therefore,from the perspective of consumers,this paper divides the perceived value of community fresh group purchase into four dimensions,namely,preference,convenience,social interaction and conformity,from the utilitarian and hedonic levels,and explores its influencing mechanism on consumers’ purchasing intention,summarizes the reasons why consumers buy fresh products from community group purchase,and has certain guiding significance for the development of fresh e-commerce and group purchase platform.In this paper,consumers who have participated in the community fresh group purchase are taken as the research object,and the model of "stimulus-organism-response" is used for reference.Based on this model,perceived usefulness and perceived trust are used as intermediary effects,and the mechanism model of the influence of perceived value of community fresh group purchase on consumers’ purchase intention is used to study whether perceived usefulness has an intermediary effect between the utilitarian value of community fresh group purchase and consumers’ purchase intention,and whether perceived trust can have an intermediary effect between the hedonic value of community fresh group purchase and consumers’ purchase intention.Based on previous people’s scale,this study designed the problem according to the characteristics of fresh group purchase in consumer communities,and obtained a large amount of data by questionnaire survey,with a total of 559 valid questionnaires collected,and tested the data empirically by SPSS26.0software.The results show that the utilitarian value and hedonic value of fresh group purchase in community will obviously positively affect consumers’ purchase intention.Perceived usefulness plays an intermediary role in the process that the utilitarian value of community fresh group purchase positively affects consumers’ purchasing intention;Perception plays an intermediary role in the process that the hedonic value of community fresh group purchase positively affects consumers’ purchase intention.Combined with the research conclusion of this paper and the current development of community fresh group purchase,we can get corresponding enlightenment from the analysis of consumer utility value and enjoyment value of community fresh group purchase.From the conclusion,it is known that the advantages,convenience,social interaction and conformity have a positive impact on consumers’ purchasing intention.Therefore,we should improve the operation of the community fresh group buying platform,make clear the positioning of the platform,build the exclusive brand of the platform,and keep up with the new trend of the times to speed up the digital retail process of the platform,so as to bring consumers a better shopping experience.