ABSTRACT
Against the backdrop of the rapid development of e-commerce and the severe blow to fresh food e-commerce shopping caused by the COVID-19 Pandemic, this paper discusses consumers' perceptions of fresh food in the e-commerce live streaming mode using data mining in conjunction with a literature review and a questionnaire survey before presenting research findings that analyze influencing factors and product purchase behaviours. The total consumption and frequency of live-streaming consumption(FLSC) are closely examined in consumer behaviours. We investigate product's cost-performance cognitions(PCC), influencers cognitions(IC), logistics cognitions(LC),discounts cognitions(DC), live-streaming platforms cognitions(LPC), on-line interaction cognitions (OIC), live-streaming disadvantage cognitions(LDC), and impulsive consumption cognitions(ICC) as influencing factors. According to the data model fitting results, merchants can refer to research suggestions and optimize their marketing strategies, improve the problems in the fresh food live streaming marketing strategy, and improve consumer satisfaction, thereby promoting the development of fresh food e-commerce. © 2022 IEEE.