Research on the Impact of External Clues on the Perceived Quality of Fresh E-commerce Consumer

With the continuous development of the Internet economy and the continuous improvement of living standards of residents, consumers' pursuit of convenient life stimulates the vigorous development of e-commerce industry. As a new field of e-commerce industry, fresh e-commerce has shown strong vitality in recent years. Based on the clue theory, this article measures the factors influencing the perceived quality of fresh e-commerce consumers from the perspective of external clue information of fresh e-commerce. Combining external clues, customer perceived quality and fresh product characteristics, four variables regarding the logistics service quality, word of mouth, brand image of origin and communication service quality, are selected to test the hypothesis related to perceived quality. In the end, we concluded that logistics service quality, word of mouth, brand image of origin and communication service quality are positively correlated with perceived quality, which laid the important basis of perceived quality of consumers related to fresh e-commerce consumption. The research on consumers who have not purchased fresh products online also proves that logistics service quality, word of mouth, brand image of origin and customer communication service quality have an impact on fresh e-commerce consumers. According to the conclusions of the study, this paper puts forward targeted suggestions for fresh e-commerce enterprises, which possess certain practical guiding significance for fresh e-commerce enterprises to take actions.