Research On The Impact Of Consumer Repurchase Intention On Community Fresh E-commerce Platform Based On PPM Theory

After years of precipitation,the Internet economy has developed quite maturely,and people’s online shopping methods and channels are becoming increasingly rich.Fresh products are indispensable in daily life,and their demand far exceeds that of other goods,which makes online fresh food become a trend,but due to the uniqueness of fresh products themselves,it is difficult to guarantee the quality of online fresh food in logistics and distribution,which makes consumers prohibitive.In order to solve the shortcomings,various community fresh e-commerce platforms have emerged in recent years,which inherit the advantages of traditional online shopping fresh food and make up for the shortcomings.The community fresh food e-commerce platform takes community users as the service object,shortens the logistics and distribution distance and time,ensures quality,and is conducive to the platform and consumers to communicate and interact and increase mutual trust.So what factors will influence consumers to choose community fresh e-commerce platforms? How to increase their willingness and behavior to buy fresh products on the platform?In order to solve the above problems,this paper excavates and analyzes the research status,fresh platform and fresh consumer characteristics of community fresh e-commerce,and selects the push-pull-anchor theory as the main theoretical basis for research according to the relevant theories of purchasing behavior research.According to the existing literature research and results,the factors affecting their willingness to repurchase are summarized,and the two perspectives of driving effect(push,pull)and lock-in effect(locking force)are divided into two dimensions: customer satisfaction based on positive emotions and customer inertia with negative attitudes.At the same time,considering the use characteristics of the platform itself,the factors influencing its repurchase willingness are summarized from ten aspects: push factors(information convenience,get convenience,processing convenience),pull factors(monetary cost,service value,product quality),locking factors(conversion cost,subjective norms,platform reputation,transaction dependence).Taking the PPM model as the framework,taking thrust,pull force and locking factors as independent variables,customer satisfaction and customer inertia as intermediary variables,and consumers’ repeat purchase intention as the dependent variable,and the conceptual model of this paper is constructed.In the empirical study,typical representative community fresh e-commerce platforms(Hema Xiansheng,Dingtone Grocery Shopping,JD Dajia,Daily Fresh Food,Meituan Youxuan,and Duoduo Grocery Shopping)were selected as empirical objects,questionnaire survey of 648 users,and a total of 596 valid questionnaires were returned.Then,the effective samples were subjected to descriptive statistical analysis,reliability and validity test,and SEM test model was used to test the goodness-of-fit and path significance,and finally the mediating effect of customer satisfaction and customer inertia was verified.Finally,the results show that:(1)among the reasoning factors,the positive effect of information convenience and access convenience on customer satisfaction is significant,and the positive impact of processing convenience on customer satisfaction is not significant;(2)Among the pull factors,the negative impact of monetary cost on customer satisfaction is significant,and the positive impact of service value and product quality on customer satisfaction is significant;(3)Among the locking factors,the positive impact of switching cost,subjective norms,platform reputation and transaction dependence on customer inertia was significant;(4)The positive effects of customer satisfaction and customer inertia on consumers’ willingness to repurchase are significant,but the direct impact of customer satisfaction on customer inertia is not significant;(5)Among the mediating effects of customer satisfaction,except for the path that is not significant in terms of processing convenience,the rest of the paths are significant;The mediation effect path test for customer inertia is significant.Conclusions and enlightenments:(1)On the whole,compared with the thrust factor,the pull factor and the locking factor have a greater degree of influence,and the platform should start from the two aspects of driving and locking to improve its satisfaction,and pay more attention to strengthening the tendency of customers’ inert attitude and enhancing their willingness to repurchase;(2)The enhancement of perceived value is the key to cultivating consumers’ positive emotions,and the platform should focus on enhancing the perceived value of customers,providing more valueadded services,ensuring product quality,and retaining the hearts of existing customers;(3)The cultivation of consumer lock-in purchase behavior is also crucial,and the platform should strive to enhance customers’ sense of participation and trust,improve their transaction frequency and satisfaction,and enhance the credibility of the platform;(4)Relevant community fresh food platforms or managers should strengthen the concept of experiential marketing,enhance the convenience of platform use,and encourage consumers to adapt to diversified consumption methods;(5)It is necessary to accelerate the construction of fresh product supply chain and logistics warehousing system,and select high-quality offline partners.In addition,we should also pay attention to enhancing our sense of social responsibility and promoting the rapid development of agriculture.