Research On The Effect Of Service Remediation Quality Of Fresh Food E-commerce On Customers’ Willingness To Repurchase

At a time when the e-commerce industry is developing rapidly,the trend of expanding China’s online shopping market is irreversible.In the process of continuous exploration and experimentation,fresh produce e-commerce businesses,like traditional e-commerce businesses,inevitably experience service failures and frequent online shopping complaints and poor shop reviews,which not only adversely affect the business activities of merchants,but also greatly reduce consumers’ trust in the shops.Therefore,how enterprises can carry out corresponding remedial actions for perishable and easily damaged fresh agricultural products during transportation,so that customers’ willingness to purchase and the number of purchases can increase,has become the focus of scholars’ research.This paper focuses on service remediation behaviour in e-commerce in China,and studies customers who have experienced loss of after-sales service when purchasing fresh produce online,and constructs a theoretical model of service remediation quality on consumers’ willingness to repurchase using service failure,service remediation,perceived value and switching cost as independent variables,using questionnaires distributed by platforms such as Questionnaire Star and We Chat to collect relevant data.In the construction of the relationship between service remediation quality and repurchase intention for fresh produce,perceived value is introduced as a mediating variable,switching cost is used as a moderating variable between service remediation quality and repurchase behaviour,and SOR theory,social exchange theory and planned behaviour theory are used as the basis to further deduce the relationship between consumer repurchase intention and service remediation quality.This study used questionnaire survey method to collect data and construct a model of fresh produce e-commerce repurchase behaviour,and finally used statistical software SPSS 24.0 to conduct empirical analysis,including moderating effect test,regression analysis and mediating effect test,etc.The analysis summarised the following conclusions: in the constructed theoretical model,consumer repurchase intention was significantly influenced by service remediation quality;procedure,interaction and outcome quality all The perceived value mediates this effect,while the switching cost negatively influences the customer’s willingness to repurchase in the quality of the service remedy.The paper concludes with five perspectives-interaction quality,process quality,outcome quality,perceived value and switching costs-that provide targeted suggestions for improving consumers’ willingness to repurchase.