| Driven by an amount of capital,O2O agro-food e-commerce is experiencing explosive growth and has become one of the fastest growing segments of the e-commerce sector.However,O2O agro-food e-commerce is still in a rough development mode that only 1% of them are profitable.Meanwhile,present research on consumer decision-making behavior under O2O agro-food e-commerce is still relatively deficient which cannot guide its benign development at the theoretical level.This study takes customer experience as the independent variable,relationship quality as the mediator variable,customer involvement as the moderator variable and repurchase intention as the dependent variable.Through empirical research,this study investigates the internal mechanism of customer repurchase intention under O2O agro-food e-commerce,which has important theoretical and practical implications.Firstly,this study reviewed the research results of O2O agro-food e-commerce model and core variables.Then,based on the literature review and theoretical model,the research model and initial scale of this paper were established and further modified by using pre-test data.Subsequently,questionnaire was distributed and recycled both online and offline.Finally,descriptive statistical analysis,reliability and validity testing,correlation analysis,multiple regression analysis and Bootstrap method were carried out to verify the influence among variables.According to the empirical results,all three dimensions of customer experience have significant positive effects on relationship quality and customer repurchase intention.Relationship quality plays a significant mediating role between customer experience and repurchase intention.Customer involvement,as an individual characteristic variable,plays a significant moderate role between relationship quality and repurchase intention.Based on the conclusions,this study proposes operational and marketing suggestions for the sustainable development of O2O agro-food e-commerce. |
PDF Full Text Request