How Electronic Word-of-mouth Influence the Purchasing Intention—An Empirical Study of Fruit E-commerce in China

When e-commerce becomes an essential part of people's daily life, electronic word-of-mouth turns out to be a vital reference for purchasing intention. Through exhaustive literature surveys and expert opinions, this paper explores the factors of word-of-mouth from two aspects: customer perceived value and marketing strategies. Results were obtained from the study of China's representative fresh food e-commerce platform company Pinduoduo and consumer questionnaire collection. The finding shows that quality, age, and marketing strategies have stronger effects on purchasing intention. It is recommended that online fresh food stores should focus on improving product quality and e-commerce platforms may increase the management of bullet screens and the recommendations from key opinion leaders.