In recent years, fresh produce e-commerce is gradually rising, which brings consumers more diverse fresh food consumption patterns. Restricted by low consumption ability and small scope of life activities, the fresh consumption habits of college students are not popular compared with other consumers. College students are the main consumer force in the future, and the campus market can lead the development direction of the social youth market. It is of great significance for the development of fresh produce e-commerce industry to study which factors affect the fresh e-commerce consumption intention of college students, and how the consumption intention of college students is different from other groups. The results of empirical analysis based on TAM2-IDT theory show that college students' consumption intention of fresh produce e-commerce is directly affected by perceived usefulness, perceived trust and attitude, and indirectly affected by perceived ease of use, personal innovation and social influence. Perceived usefulness and attitude play a mediating role among them, among which perceived trust, social influence and personal innovation play an intermediary role. There are obvious differences between students and other consumers. Finally, according to the research results, the paper puts forward some suggestions for the development of fresh produce e-commerce industry in the university campus market.