HRMARS - The rapid development of e-commerce has transformed the distribution of fresh agricultural products in China. However, consumer purchase intention remains unstable due to concerns over product quality, logistics, and service reliability. The study examines the influence of marketing mix factors—product quality, price discount, service interaction, and logistics service—on purchase intention, with perceived value serving as a mediating variable. Grounded in the Stimulus–Organism–Response (S-O-R) model and Perceived Value Theory, this conceptual paper proposes a framework explaining how marketing strategies shape consumer perceptions and behavioral intentions in the context of fresh agricultural e-commerce in Shandong Province. The findings highlight that perceived value plays a critical role in translating marketing efforts into consumer purchase decisions. The study provides both theoretical contributions and practical implications for improving e-commerce strategies in agricultural markets.
Na et al. (Thu,) studied this question.