Community fresh group purchase has the characteristics of new retail and social community e-commerce，and is an important link for value delivery and value appreciation under the new scene of “people warehouse”. Based on SOR theory and through the structural equation model， the influence of multiple dimensions of influencing factors on consumers experience on their purchase intention was discussed. Among them， the perceived value and perceived risk were taken as mediating variables to construct a theoretical model. The results show that the reference group， convenience， product attributes and service quality all have significant positive influence on perceived value and significant negative influence on perceived risk. Perceived value and perceived risk have significant positive and negative impacts on consumers’ purchase intention respectively. The perceived value and perceived risk of consumers play an moderating role， among which the moderating role of perceived value is more significant.