Research On The Impact Of Service Encounter Of E-commerce Of Fresh Product On Customers' Repurchase Intention

It is gradually becoming a new trend that consumers prefer to buy fresh products from the e-commerce platform,which is affected by those constantly changing concepts and requirements of consumers.Although the online market of fresh products is so lucrative that it attracts more and more enterprise to enter,several issues and limitations cannot be ignored.For example,except for the difficulty of storage and logistic,it is still urgent for the enterprise to solve the problems like the homogenization of business model and the low degree of consumer loyalty.Through the careful literature review,the author finds that the research on the field of e-commerce of fresh product focuses on the themes such as the industrial model,the logistic system while relatively neglecting the study of consumer's behavior and stickness to the e-commerce enterprise.The limited research outcomes from the perspective of consumer is mainly composed by the research on the influence factors over consumer's purchasing intention and degree of satisfaction.The research from the perspective of improving consumers' multiple purchasing intention is a gap in the research field of this e-commerce.Based on the needs from both academic research and business practice,this paper emphases analyzing and exploring the influence of service encounter on the quality of the relations and consumers repurchase intention,which depends on the whole process of interaction between the enterprise and consumers.First of all,this paper sorts out the research outcomes regarding the e-commerce and fresh products to shed light on the industry background.Second,based on the research methods of literature review,deep interview and contend analysis,this paper divides the service encounter elements into four types named word-of-mouth encounter,technical encounter,personnel encounter and product encounter.Besides,this paper selects the qualities of social relations and economic relations as mediator variables,chooses consumer's repurchasing intention as dependent variables.The research model and relevant research hypothesis are established based on the above division and selections.Using the statistical tools of SPSS 20.0 and AMOS 20.0,the empirical analysis is conducted to analyze the sample data,which is collected by handing out questionnaire,examine the research hypotheses and justify the reasonability of the research model.The results of the empirical analysis present as follows:(1)The independent variable has a significant positive impact on the consumers repurchase intention.(2)The influence of the independent variable on the quality of social relations and economic relations is allsignificant.(3)The quality of social relations and economic relations play an important role in mediating the relationship between service encounter and consumers repurchase intention,except the effect produced by social satisfaction and economic satisfaction between the word-of-mouth encounter and repurchase intention.Based on the above conclusions,this paper puts forward five managerial suggestions regarding the management of the e-commerce enterprises of fresh products: First,the enterprise should pay attention to both the reputation of online channels and those of offline channels as well as enhance the degree of consumer acceptance.Second,it is necessary for the enterprise to strengthen the technical support and provide unique shopping experience for consumers.Third,the enterprise must create a " three-heart " service atmosphere by cultivating the competence of professional service personnel.Moreover,the enterprise needs to control the quality of products to meet consumers' core requirements.Last but not the least,the enterprise should maintain dynamic relations to attract multiple consumer traffic.In addition,this paper lists several research limitations,so as to provide references and directions for future research.