The impact of COVID-19 on Fresh food e-commerce in China

Abstract

The COVID-19 pandemic has brought about varieties of changes in human beings’ lifestyles, including shaping consumer’s behavior. In this paper, fresh food industry was taken as an example to test whether there is a significant change in fresh food e-commerce under the epidemic from the perspective of the whole industry. Afterwards, from the perspective of consumers, structural equation model was used to analyze the influencing factors and paths of such a change. On this basis, this paper can not only effectively analyze the trend of fresh e-commerce, but also put forward suggestions for the fresh industry to attract consumers more efficiently. These results shed light on guiding further exploration of the impact of COVID-19 on different industries.