Online consumption experience settings of fresh e-commerce based on consumer sovereignty Take Tmall Supermarket as an example

Based on the problems in the development of fresh e-commerce in China, for instance the quality of agricultural products can not be trusted by consumers and sales are hindered, this paper introduces the concept of consumer sovereignty and consumption experience theory to the supply side of fresh e-commerce, and empirically analyzes consumers' perception of tmall supermarket through questionnaire survey, and uses the method of factor analysis and regression analysis to study consumers' perception of tmall supermarket The satisfaction degree of the actual experience setting of tmall supermarket and consumers' perception of the importance of the experience scene of tmall supermarket have revealed the insufficiency of the consumption experience setting of tmall supermarket, and put forward suggestions for improvement, so as to provide reference for the experience setting of fresh food e-commerce.