Fresh E-commerce Consumer Purchasing Behavior Under The New Retail Background Research On Influencing Factors

In recent years,with the continuous advancement of social development,consumers have become more and more eager to buy.In particular,the contemporary people attach great importance to the quality requirements of raw ingredients,and fresh enterprises have also noticed this consumption tendency,and attach great importance to the safety and freshness of raw ingredients,while trying to control the reasonable price of raw ingredients.Especially after the epidemic,under the operation of a new generation of information technology such as Internet big data and AI intelligence,and with a perfect logistics distribution chain,the sales rate of fresh food ingredients has risen all the way.Among them,the e-commerce new retail enterprises led by Hema Fresh have realized a full range of online and offline integration of the fresh industry,opening a new era of fresh e-commerce retail.First of all,this paper introduced the new retail market operation background of the fresh industry,especially the fresh e-commerce platform that blossomed everywhere after the epidemic,and developed into various forms such as store-warehouse integration,prewarehouse,and community group buying with the help of the new retail model.Combining the theory of consumer behavior and the theory of stimulus-organic-response(SOR),this paper studies and analyzes the purchasing behavior of Hema fresh consumers,the representative enterprise of new retail pilot,"store-warehouse integration".Compared with three different new retail e-commerce business models,such as store-warehouse integration,pre-warehouse and community group purchase,this paper focuses on the characteristics of the marketing environment of Hema Fresh.With the support of data-driven and intelligent AI network technology,Hema Fresh products get rid of the limitation that fresh goods can only rely on traditional retail industry,and give diversified choices in quantity,variety and quality,while ensuring the quality of fresh goods,stabilizing the price of fresh goods,and providing civilianized services and experience.Secondly,through questionnaires and regression data analysis,in-depth understanding of consumers’ views on Hema’s brand,purchase desire,behavior habits and purchase decisions.After that,SPSS,Amos and other application software were used to carry out data analysis,and the relationship between purchase intention and purchase behavior was evaluated and verified under the condition of qualified reliability and validity of data analysis.Through the empirical analysis of the model to test whether the theoretical model is in line with the practical significance,the final conclusion is drawn:Convenience,interactive atmosphere,brand effect,logistics experience and perceived trust all have a significant positive impact on consumers’ purchase intention,while the direct impact of service experience and payment method on purchase intention is not significant,but it can also have a certain impact on fresh retail consumers’ purchase behavior through the intermediary role of purchase intention.Finally,according to the data analysis results,this paper gives suggestions on the marketing strategies for Hema TV consumers,mainly from the four aspects of platform optimization strategy,service optimization strategy,marketing optimization strategy and channel optimization strategy,strengthening commodity quality management,improving brand building and a series of measures to improve consumers’ purchase intention,so as to influence consumers’ purchase behavior.