Research on Factors Affecting Consumers' Purchase Intentions: Fresh Hema based on New Retail

摘要

With the development of the deep-integrated new retail model "online + offline + logistics", the innovative operation mode of Fresh Hema adapts to the needs of the fresh market, and consumers' shopping experience is more valued. This paper takes the Fresh Hema consumer as the research object, and combines the characteristics of Fresh Hema operation to analyze the influence mechanism of consumers' purchase intention in the new retail mode. The results show the following indications: (1) Perceived value has a significant positive impact on purchase intention, indicating that the higher the perceived value of the customer, the stronger the purchase intention. (2) Service quality has a significant positive impact on perceived value and purchase intention. The impact of offline service quality on perceived value is the most significant, indicating that consumers pay more attention to the physical store shopping experience and are less sensitive to logistics services.(3) Perceived risk has a significant negative impact on perceived value and purchase intention, meaning that the lower the perceived risk, the more likely the purchase will be. On this basis, it proposes an optimization strategy for the current operation mode of Fresh Hema, which provides reference for the operation of Fresh Hema and other fresh merchants.