A Discussion about the Attractive Factors of Consumers in the New Retailing Format - Taking Freshippo as an Example

Abstract

New Retailing has been widely concerned for being as a new retailing model with an integration of logistics technology, online and offline retailing. This article aims to explore the consumer's experience behavior and preference towards the new retailing format, helping us to identify the attractive quality factors that influence the development of the new retail. Taking Freshippo as the research object, this study adopts qualitative research approach by deeply interviewing some high-involved consumers. Besides, this paper sums up the attractive factors of the new retailing format with an evaluation structure map and the analysis of it, which provides a reference for the development and optimization of the new retailing format.