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

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.