Study Of Influential Factors On The Customers' Repurchase Intention Of O2O Fresh Food E-commerce

After 30 years of precipitation and development,China's Internet economy has become very mature,and e-commerce has become an indispensable part of people's lives.Now e-commerce is developing vertically and professionally,Fresh food market has gradually become the field of e-commerce subdivision after 3C,clothing and books.Because of the unique characteristics of fresh products,they are strongly supported by national policies in the areas of agriculture,poverty alleviation,food safety and other aspects of national economy and people's livelihood.Therefore,as an important way to innovate the circulation of agricultural products,Fresh food ecommerce not only innovates people's traditional consumption style,but also stimulates domestic demand and consumption.It has far-reaching significance for accelerating the agricultural products supply-side reform,promoting healthy competition and innovative development of the industry.However,due to the characteristics of low standardization,high wastage rate,strong seasonality,and the imperfect cold chain system in our country,fresh food ecommerce cannot stay out of the red when it erupts,and many enterprises eventually withdrew.This situation has aroused society widespread thinking.In recent years,with the popularization of smart terminals and the rise of "lazy economy",people's consumption behavior and habits have changed significantly,and the quality demand for fresh e-commerce has been increasing.Therefore,fresh food ecommerce begins to pay attention to the importance of enhancing customer's experience and actively layout physical stores to explore the O2 O modelAs a new species in the field of e-commerce,consumers are the key to value creation.So what are the factors that affect consumer's experience? How these factors influence consumer's trust,satisfaction and even repurchase intention? What is the relationship between trust and satisfaction and repurchase intention? These are all the directions that need to be further studied in the field of O2 O fresh food ecommerce.So this paper constructs a theoretical model of customers' repurchase intention on the way of O2 O fresh food e-commerce,aiming at exploring the mechanism and influence degree of different dimensions of customer experience on customer's satisfaction,trust and repurchase intention through empirical research.Around the purpose of this study,this paper explores customer's repurchase motivation by theoretical analysis and empirical research.Firstly,this paper summarizes the related literatures of fresh food e-commerce and customer's repurchase intention.The theoretical basis of this paper is Expected Confirmation Theory,Customer Experience Theory,Perceived Value Theory and Trust Theory.Secondly,this paper constructs the conceptual model based on the "S-O-R" model and puts forward the research hypothesis.On this basis,the questionnaire is designed,distributed and recycled.Thirdly,this paper conducts empirical analysis by using SPSS24.0 to complete descriptive analysis and reliability and validity test,using AMOS24.0 to complete Structural Equation Model fitting test and path analysis of direct effects of variables,and using Smart PLS 3.0 to analyze the social impact's moderating effect.The results show that customer's experience has a significant positive impact on customer's trust,satisfaction and confirmation;Confirmation has a positive impact on customer's satisfaction;and customer's satisfaction and trust both have a significant positive impact on customer's repurchase intention,customer's satisfaction works better than customer's trust.But social impact's moderating effect is not significant.According to the result,this paper considers that different dimensions of customer's experience have different influence paths on repurchase intention: product experience and emotional experience are the key to customer's trust,perceived value and environmental experience are the key to customer's satisfaction,service experience and process experience are the key to confirmation.Finally,this paper provides directional suggestions for the development of O2 O fresh food e-commerce.According to the empirical research,the theoretical contributions of this paper are as follows: Firstly,the quantitative research of customers of O2 O fresh food ecommerce provides a new perspective for the follow-up research;Secondly,this paper expands the research scope of ECT.Considering the limitation of ECM-IT which only considers rational cognition and satisfaction,this paper introduces customer's experience as antecedent variable,trust and social influence as moderator variable,which further enhances the explanatory power of ECM-IT.Thirdly,this paper empirically studies three influence paths of improving repurchase intention in the field of O2 O fresh food e-commerce.This has attracted scholars' attention to the theoretical research of customer's experience,and has a certain contribution to the in-depth exploration of the dimension division,the relationship between the dimensions and the mechanism of online and offline experience.