Objective/Meaning Analysis of consumer demand and understanding of consumers' purchasing intention and its influencing factors will provide decision-making reference for enhancing consumers' willingness to buy fresh fruits, upgrading consumer purchasing experience, and promoting the development of new retail mode of fresh fruits.

Methods/Procedures Using consumer survey data, based on consumer perceived value theory and theory of planned behavior, a conceptual model was constructed, and structural equation model was used to analyze consumers' willingness to purchase fresh fruit and its influencing factors in the context of new retail.

Results/Conclusions Research has confirmed that: (1) The quality of fresh fruits, logistics delivery, and service have a significant positive impact on consumers' perceived functional value and perceived emotional value. (2) Both perceived functional value and perceived emotional value have a significant positive impact on consumers' purchase intention. (3) The quality of fresh fruits, logistics delivery, and service can have a significant impact on consumers' purchasing intention through the mediating effect of perceived functional value and perceived emotional value. Based on this, corresponding management strategies are proposed to effectively enhance consumers’ willingness to purchase fresh fruits and promote the development of new retail models.