Fresh Produce E-Commerce and Online Shoppers’ Purchase Intention

Critical Conditions Identification for Online Purchase Intention of Fruits: A Fuzzy-Set Qualitative Comparative Analysis

“…Online consumers are often uncertain about fruit quality due to the absence of actual viewing and touching. The study has confirmed that the quality of fresh products is considerable for buyers to make purchasing decisions (Hughes and Merton, 1996;Zhang et al, 2020;Zhao et al, 2021). Buyers are willing to spend more money to obtain high-quality fruits.…”

“…Price has always been one of the important elements affecting consumers' purchase intention (Turban et al, 2002 ; Yadav and Pathak, 2017 ; Zhao et al, 2021 ). Many scholars have studied this problem.…”

“…Supply service refers to the whole process from placing an order, receiving products, and returning products. As online shopping is becoming more and more common, the supply service is becoming a key factor influencing online purchase intention (Zhao et al, 2021 ). High quality of supply service can eliminate the shopping scruples of consumers as much as possible and stimulate purchase intention (Xu et al, 2017 ).…”

“…The reasons for this change are 2-fold. On the one hand, with the upgrading of mobile Internet technology, the rise of the Internet of things (IoT), cloud computing, and online payment, has brought great convenience to purchasing fruits online and major fruit companies have begun to deploy online retail (Zhao et al, 2021 ). For instance, Tiantian Orchard which was invested by JD is the first cross-border fresh fruit e-commerce platform in China.…”

“…The results demonstrated that utilitarian and hedonic motivations positively affect online purchase intention. Zhao et al ( 2021 ) applied a logit regression model to assess the impact of consumer attitudes and behaviors on online purchase intention of fresh fruits. Zhang et al ( 2021 ) built SEM to explore the antecedents of online purchase intention based on Technology Acceptance Model.…”