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

Can Wang,Feiteng Yi,Yongchang Wei,Fangyu Chen

doi:10.3389/fpsyg.2021.713295

Can Wang, Feiteng Yi + Show 2 more

Open Access

https://doi.org/10.3389/fpsyg.2021.713295

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Abstract

With the development of Internet technology, e-commerce platforms have emerged one after another, and the competition of the fruit e-commerce market is increasingly intensified. How to boost customer demand by improving their purchase intention has become a key issue. The study identified the critical conditions leading to high purchase intention of fruits through fuzzy-set qualitative comparative analysis. The empirical analysis was conducted based on an online questionnaire of 344 Internet users. The results reveal that high purchase intention comes from high fruit quality, high fruit price concessions and supply service, and low perceived risk (peripheral conditions). In addition, high purchase intention can also be realized from high fruit quality, high fruit price concessions, high supply service, and high website information quality (peripheral conditions). This study provides more nuanced thinking of how to improve online purchase intention of fruits.

Highlights

Over the past few years, most consumers buy fruits from online retailers rather than physical stores
The results reveal that the four variables, such as fruit quality (β = 0.689, p < 0.001), fruit price concessions (β = 0.551, p < 0.001), supply service(β = 0.551, p < 0.001), and website information quality (β = 0.476, p < 0.001) have significant influence on purchase intention
This study used fuzzy-set qualitative comparative analysis (fsQCA) to examine the conditions leading to high purchase intention and low purchase intention, respectively

Summary

Introduction

Over the past few years, most consumers buy fruits from online retailers rather than physical stores. The reasons for this change are 2-fold. Due to the outbreak of the COVID19 in December 2019, in response to the country’s social distancing policy in China, purchasing vegetables and fruits online has become the first way for residents. This has greatly promoted the development of fruit e-commerce (Chang and Meyerhoefer, 2021). Fruit e-commerce will develop rapidly in the few years

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