Affected by advances in artificial intelligence and awareness of green environmentalism,
consumers' purchasing behavior of fresh agricultural products has been transformed. New agri-
cultural value chains are being created, such as the new retail model. This study used principal
component analysis (PCA) to select essential factors of online consumer behavior and adopted multi-
level structural equation modeling (MSEM) to analyze the consumer behavior of Fresh Hema, a new
retail format completely reconstructed by Alibaba for offline supermarkets, under different levels
of the new retail model. The study adopted an online questionnaire of the consumer behavior of
Fresh Hema in 2022. The results show that playfulness and epidemic prevention positively impacted
customer satisfaction; convenience benefits and green logistics had the most significant positive
impact on customer loyalty.
