Research On The Influence Of Customers' Repurchase Intention Of Fresh Food E-commerce Based On Customer Perceived Value

Nowadays,with the rapid development of Internet and e-commerce,online shopping has become a general consumption way for people.As the "last blue sea" in e-commerce,fresh e-commerce has gained momentum,and the major e-commerce giants have entered into the fresh field,and the way of online shopping is gradually accepted by consumers.The reasons are mainly driven by consumption,technology and commercial nature.From the perspective of consumption,with the continuous development of economy,the fresh consumers tend to be younger.What is more,the consumption structure tends to be characterized by quality and greening.From the perspective of technology,the development of Internet technology and continuous fresh and cold chain technology provide strong technical support for the development of fresh e-commerce.In addition,from the perspective of commercial nature,the essential characteristics of traditional fresh market can not meet the demand for time and economic cost of fresh consumers.As a new thing in the field of electricity business,fresh electric business develops very fast,but from the perspective of specific enterprise practice,its development is not satisfactory.Perishable fresh products have a high level of standardization of perishable,seasonal and the characteristics of the supply chain for ability of fresh product resources conformity and the logistics storage ability,which has become the reason of low penetration of present fresh development of electricity market and consumer satisfaction volatility.Therefore,it is particularly important for fresh e-commerce enterprises and platform to improve the satisfaction of fresh e-commerce consumers and improve the satisfaction of fresh e-commerce products.According to past marketing research,customer perceived value has always played an important role in many factors such as customer satisfaction and repurchase intention.However,for the fresh business,scholars at home and abroad are focused on the application filed of fresh e-commerce,and few scholars have studied the purchase intention of fresh e-commerce consumers based on the perspective of consumer perceived value.Therefore,in this paper,based on the theory of customer perceived value,aims to answer fresh electricity product which customer perceived value includes several levels,including the degree of perceived value of different levels of perceived value on customer satisfaction and willingness to buy,and in the process of this influence,how Internet word of mouth play a role.In order to improve the competitiveness of fresh e-commerce enterprises and platforms,this paper puts forward some constructive Suggestions.It can be divided into three parts:Firstly,through literature review,summarization of relevant concepts related to the research in this paper,considering the characteristics of fresh e-commerce products,customer perceived value can be divided into the output value,the procedural value,emotional value;The research theory of repurchase intention and customer perceived value,customer satisfaction and network word of mouth are sorted out to establish the theoretical foundation for the model construction of the empirical part.Secondly,This study draws on the authoritative scale of the research variables involved in at home and abroad,selecting consumers of ShangHai,ZheJiang,JiangSu,AnHui who had fresh products online shopping experience of consumers as a sample for sampling,recycling effective questionnaire 285,analyzing the present fresh electricity consumer attributes,fresh consumption category preference,fresh consumption behavior characteristics.Thirdly,on the basis of the previous theoretical research,the model of customer repurchase intention of fresh e-commerce customers is constructed,and the empirical analysis is carried out.To study the effect of three dimensions of customer perceived value on customer repurchase intention in the fresh field.In addition,the customer satisfaction is introduced as the intermediary variable,and the network reputation is the moderator variable,and a moderated intermediary model is constructed to explore the mediating effect of customer satisfaction as well as the regulating effect.Finally,the following conclusions are obtained:(1)The three dimensions of customer perceived value have a significant positive influence on customer purchase intention,among which procedural value has the greatest influence.(2)The three dimensions of customer perceived value have a significant positive influence on customer satisfaction,and the effect of the results is the most.(3)Customer satisfaction in the three dimensions of perceived value and customer repurchase intention between partial intermediary role.(4)Network word of mouth plays a positive regulating role between customer satisfaction and customer repurchase intention,which means that customers are more satisfied with their repurchase intention when the online reputation environment is favorable.(5)By building a mediation model of regulation,it is concluded that online word-of-mouth can regulate the mediation effect of customer satisfaction between the perceived value of the fresh electricity suppliers and repurchase intention,just namely fresh electricity consumers' perceived customer value through three dimensions of customer satisfaction on customer repurchase intention of direct impact will be affected by the positive regulatory role of internet word of mouth.Finally,based on the above three parts,this paper puts forward three Suggestions for the development of fresh e-commerce:In order to enhance the perceived value of customers,we should strengthen the development and maintenance of fresh electricity supplier ecosystem;To improve the customer's perceived procedural value,we should innovate the last one kilometre distribution model of fresh electric business logistics;We should also continue to pay attention to the Internet word of mouth and pay attention to the brand of product.