Astudy Of The Impacts Of E-service Quality Of O2O Fresh Food E-commerce Platform On Purchase Intention

With the rapid development of e-commerce,various enterprises in other industries are transforming to develop with the model of e-commerce.In addition,many new e-commerce models have emerged,the O2 O model has drive many enterprises to fast development.Although the self-built fresh food e-commerce platform has not appeared for a long time,the O2 O model has brought new opportunities for the development of fresh food e-commerce platform.It not only solves the problem of distribution,but also greatly increases consumers' trust in the purchase of fresh food online.Therefore,the O2 O model is also considered to be the most suitable model for fresh food e-commerce platform.With the fast development of the fresh food e-commerce industry,the competition among different platforms becomes more and more fierce.Most of the fresh food e-commerce platforms in the market have completed the construction of offline physical stores and cold chain logistics,and started to enhance consumers' purchase intention from other aspects.This paper studies with the impact of e-service quality of O2 O fresh food e-commerce platform on purchase intention.The research object of this paper is the fresh food e-commerce platform.The research model of this paper is constructed by the e-service quality,which is independent variable of the model,and take purchase intention as dependent variable of this model,purchase attitude and trust as mediator variables.And then select with maturity research scales and design questionnaire with the scales,the research data was collected online by the above questionnaire.The results of empirical research show that the website design,responsiveness and service remediation dimensions of O2 O fresh food e-commerce platform's e-service quality can directly affect the purchase intention to varying degrees.Purchase attitude and trust also have a direct and significant impact on purchase intention.The website design,responsiveness and accurate information dimension of the e-service quality will affect the purchase intention also through the intermediary role of purchasingattitude.And the privacy security and customer care dimensions can impact the purchase intention through the intermediary role of trust.Through empirical research results,this paper argues that O2 O fresh food e-commerce platform should strengthen the personalized innovation of e-service quality,and make individualized innovations from website design,privacy security,responsiveness,customer care and so on,makes e-service quality different from other platforms.Increase consumer's positive purchase attitude and trust of platforms and fresh foods in all aspects,thereby increasing purchase intention.The O2 O fresh food e-commerce platform should also strengthen the construction and promotion of offline physical stores,and often arrange online activities and offline activities to enhance consumers' trust in the platform through the reputation of offline stores,thereby enhancing consumers' purchases intention.Improve the assumptions of the evaluation system,and improve the positive purchasing attitude of consumers through positive evaluations of other consumers,thereby increasing the intention to purchase.