The Development Consumers’ Repurchase Intention of Fresh Products on Community E-Commerce Platform in Changsha, Hunan Province, China
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Abstract
This article aimed 1) To study the influence between customer experience, customer satisfaction, customer trust and repurchase intention of fresh consumers on community e-commerce platforms. 2) To establish a complete theoretical model of fresh consumers' repurchase intention on community e-commerce platforms, and 3) to provide directional suggestions for the development of community e-commerce platforms. The sample of quantitative research was the fresh consumers of the “Xingsheng Youxuan” community e-commerce platform in Changsha, Hunan Province. They were selected by the concept of Cochran (1977), the instrument for collecting data was Questionnaire. The qualitative research method is mainly in-depth interviews, researcher invited 5 Doctor of Management and 5 fresh consumers in the “Xingsheng Youxuan” community platform. Analysis data by Descriptive statistics and Content Analysis. The research results were found as follows;
1) Customer experience has a significant positive impact on repurchase intention; customer experience has a significant positive impact on customer trust and customer satisfaction; customer trust and customer satisfaction have a significant positive impact on repurchase intention; customer Experience has an indirect positive impact on repurchase intention through customer trust and customer satisfaction.
2) Integrating the S-O-R theory, expectation confirmation theory and customer experience theory, a theoretical model of factors influencing the repurchase intention of fresh food consumers on the community e-commerce platform was constructed. The consistency index of the SEM is consistent with the empirical data (χ2/df=2.002, p=0.000, RMSEA=0.049, GFI=0.945, CFI=0.951, TLI=0.941)
3) The researchers proposed to improve the supporting service experience of the community fresh food e-commerce platform; strengthen quality supervision, enrich product categories; enhance customer perceived value; improve internal control system, improve customer trust and satisfaction and other development suggestions.
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