Factors Influencing Online Platform Engagement in Fresh Fruit E-commerce in China

The rapid expansion of e-commerce and technology integration into everyday life has brought about significant transformations in consumer behavior, particularly in China. This study explores the dynamic realm of online platform engagement in the context of fresh fruit e-commerce in China. It investigates various dimensions, including perceived value, product quality, social media influence, e-commerce platform familiarity, and online shopping convenience. The study surveyed 385 consumers who actively engage in online purchases of fresh fruits. Reliability and validity tests were performed to ensure the robustness of the data. Multiple linear regression analysis was conducted for hypothesis testing. The results indicate that perceived quality, e-commerce platform familiarity, and online shopping convenience have a significant and positive influence on online platform engagement, while perceived value and social media influence do not exhibit statistically significant effects on the same engagement. Moreover, the demographic characteristics of consumers in this sector highlight a diverse population. These findings offer valuable insights for both academia and industry. They contribute to a deeper understanding of consumer preferences and behaviors within the digital realm, providing businesses with data-driven insights to enhance customer experiences and develop informed strategies. The study also has implications for policymakers, informing them about the dynamics and challenges in the fresh fruit e-commerce sector.