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In the fresh fruit industry, the sales model varies from region to region. With the boom in online shopping, the online sales model is increasingly popular among young consumers. This paper attempts to disclose the influence of different online sales models on the psychological reactance of consumers that purchase fresh fruits online. First, a dynamic industrial chain of fresh fruit was established, and the influencing factors of the industrial chain were identified. Then, three online salesdoi:10.24205/03276716.2020.157 fatcat:fv75f3poxjbifliqc3pidv4tty