Influence of different sales models on psychological reactance of consumers in online shopping of fresh fruits

Abstract

In the fresh fruit industry, the sales model varies from region to region. With the boom in online shopping, the online sales model is increasingly popular among young consumers. This paper attempts to disclose the influence of different online sales models on the psychological reactance of consumers that purchase fresh fruits online. First, a dynamic industrial chain of fresh fruit was established, and the influencing factors of the industrial chain were identified. Then, three online sales models, namely, image only model, text only model, and image plus text model, were designed, and a questionnaire survey was conducted on the consumers' the reverse psychology for each model. The results show that, despite the growing planting area of fruit in China, few supply chains of fresh fruits have been established in different regions; the consumers are affected to different degrees by consumption pattern, consumer characteristics and reactance states; the image plus text model can reduce the psychological reactance of consumers in online shopping. The research results provide new insights into the online sales of fresh fruit.