An Analysis of the Digital Improvement for Online Food Shopping on Chengdu Residents’ Consumer Usage Behaviour

Shanshan Yang


With the rapid development of the Internet and e-commerce, online shopping has become a consumption habit. According to consumers, when buying food through e-commerce platforms, they pay attention to not only the price of the food but also
the quality and freshness of fresh food, as well as the safety of online shopping, the authenticity, and delivery of food information,
after-sales service, etc. aspect. By clearly understanding the key factors influencing consumers’ online purchase decisions, fresh
food retailers could fully use the fast-growing network, develop their core competitiveness, and create more excellent commercial
value. This paper analyzed the impact of online food shopping on Chengdu residents’ consumption behavior, investigated factors
affecting the network environment and digital improvement in consumer behavior, and suggested the appropriate concepts and
understandings of online shopping marketing strategy for online food shopping.


Digital Improvement ; Online Food Shopping ; Consumer Usage Behavior

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DOI: http://dx.doi.org/10.18282/l-e.v10i6.2818


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