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With the rapid development of the Internet and e-commerce, online shopping became a consumption habit. According to consumers, when buying food through e- commerce platforms, they paid attention to not only the price of food, but also the quality and freshness of fresh food, as well as the safety of online shopping, the authenticity, and delivery of food information, after-sales service, etc. aspect. By clearly understanding the key factors influencing consumers' online purchase decisions, fresh food retailers could fully use the fast-growing network, develop their core competitiveness, and create more excellent commercial value. This paper analyzed the impact of online food shopping on Chengdu residents' consumption behavior, investigated factors affecting the network. environment and digital improvement in consumer behavior, and suggested the appropriate concepts and understandings of online shopping marketing strategy for online food shopping. Eight influencing factors of performance expectation, effort expectancy, social influence, convenience condition, hedonic motivation, price value, habit, and trust were related to user behavior. The survey was conducted in July 2021 through the WeChat online platform, with 510 respondents were received for this study analysis. The results showed that performance expectations, effort expectancy, convenience conditions, hedonic motivation, habits, and trust had a significant impact on e-commerce food shopping except for social influence and price value variables.