Research on the Path of Sustainable Development of Fresh E-Commerce Platform from the Perspective of Consumer Psychological Needs

With the continuous development of fresh e-commerce, the intensification of industry competition, and changes in the consumer environment, the sustainable development of fresh e-commerce platforms is facing great challenges. Consumers' demand for fresh e-commerce platforms is not limited to material aspects such as products, but also has high requirements for the psychological feelings and experiences formed between them and the fresh e-commerce platform. Whether this psychological demand is met largely affects consumers' repurchase rate, which in turn affects the sustainable development of the fresh e-commerce platform. This article focuses on the psychological experience and consumer psychological evaluation formed between consumers and fresh e-commerce platforms. By using a questionnaire survey to understand and collect the current psychological needs of consumers on fresh e-commerce platforms, we can further understand which factors affect the satisfaction of consumer psychological needs and provide improvement suggestions for the sustainable development of fresh e-commerce platforms. On the basis of consulting relevant literature, the questionnaire referred to the psychological contract scale used to measure consumer psychological needs in marketing contexts based on the theory of psychological contract. This survey questionnaire targets consumers who have experience purchasing fresh products online. The questionnaire collects and understands consumers' psychological needs for fresh e-commerce platforms through Wenjuanxing online, and uses descriptive statistics to analyze consumers' psychological evaluations of fresh e-commerce platforms. The survey results show that consumers believe that the price setting of fresh e-commerce platforms is unfair and that after-sales service personnel cannot understand their needs well and provide suitable services, which has caused certain psychological pressure on consumers; On the other hand, consumers have a high evaluation of the quality assurance commitment, service response speed, and dispute handling attitude made by fresh food e-commerce platforms, which can better meet their psychological needs and expectations for the platform. Based on relevant theories and research results, this article believes that fresh food e-commerce platforms should focus on the psychological relationship formed between consumers and pay attention to the study of consumers' psychological needs. Specifically, fresh e-commerce platforms can improve from several aspects that consumers are more concerned about, such as price setting, service experience, and customer relationships, to better meet their psychological needs and ultimately achieve sustainable development of fresh e-commerce platforms.