Research on online sales channel selection and pricing strategies for fresh agricultural products based on consumers' perceived quality

Introduction To address the problem of online sales channel selection for fresh agricultural products by the entry of a new brand, this study focuses on existing online sales platforms and private domain channels. Methods Taking into account channel service characteristics, differences in consumers' perceived quality, and the influence of consumer types, a profit decision model is constructed. In addition, the extended research part considers the consumer surplus, the return problem caused by the difference between the quality perception before the purchase of fresh agricultural products and the perception after the purchase, and the cross-channel cooperation of the entry of a new brand. Results The results show that (1) Consumer quality perception is a key factor in achieving premium pricing for high-quality fresh agricultural products. Platform marketing investment and influencer impact can only have a significant positive effect on product pricing and the profits of the entry of a new brand when they effectively enhance consumer quality perception and (2) when the entry of a new brand lacks the ability to engage in cross-channel cooperation. When consumer perception of quality is low and acceptance of fresh agricultural products on traditional e-commerce platforms is high, they should prioritize traditional e-commerce platforms to enter the market. Conversely, they should choose private domain channels to build brand awareness, and (3) private domain channels have significant advantages in enhancing consumers' perception of product quality. If the entry of a new brand can simultaneously operate dual channels, they can collaborate with traditional e-commerce platforms and private domain channels to maximize profits. Discussion This study provides references and insights for the entry of a new brand in choosing online sales channels for fresh agricultural products.