Objective To study the formation mechanism and influence factor of consumers’ repeat-purchase intention of fresh fruits online from the perspective of attachment. Methods It was studied by analysis of 496 online fresh fruits consumer survey data on the internet platform. Results The high quality and safety, good service and rich nutrition of fresh fruits online shopping all had a significant positive impact on the formation of consumers' attachment, of which good service had the greatest impact on the formation of attachment, and their strong attachment psychology had a significant positive impact on the repeat-purchase intention. It showed that consumers’ reciprocal motivation positively regulates the relationship between attachment and repeat-purchase intention by further research on the relationship between attachment psychology and repeat-purchase intention. It meaned that consumers with stronger reciprocal motivation are more likely to convert their attachment to repeat-purchase intention. Conclusion Fresh e-commerce can make use of high-quality and safe products and services to promote the formation of consumer attachment, form a stickiness to consumers, and it can facilitate the repeat-buying behavior of consumers and stimulate the development of e-commerce itself.
标题：依恋关系视角下消费者重复网购生鲜水果影响因素分析
英文标题：Analysis on determinants of consumers’ intention to repeat-purchase fresh fruits online from the perspective of attachment
