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In recent years, the fresh food e-commerce platforms have been developing rapidly with facing increasingly fierce market competition. From the perspective of value co-creation, the core competitive advantage of enterprises in the future lies in creating unique values with customers. Starting from the perspective of innovation, this study explores the relationship fresh food e-commerce consumption experience and customer fit, so as to provide decision-making reference for the management of the platforms.

Research on the relationship between Fresh Food E-commerce Consumption Experience and Customer Fit from the Perspective of Value Co-creatio