The Quality Factors on Consumer Satisfaction and Continued Use Intention in Fresh Product E-Business in China

초록

The study explores the factors influencing the continuous use intention of fresh product e-business platforms among consumers, focusing on the role of consumer satisfaction. The study is distinguished by its application of the Expectation Confirmation Model (ECM) to assess how product quality, information quality, service quality, and delivery quality impact consumer satisfaction and their subsequent continuous use intention. Through a comprehensive literature review and empirical analysis involving surveys of Chinese consumers, the research identifies key quality factors that significantly contribute to consumer satisfaction. The findings reveal that product quality, information quality, service quality, and delivery quality significantly affect expectation confirmation, which in turn influences consumer satisfaction and continuous use intention. Notably, the study uncovers that while most hypothesized relationships are supported, information quality and delivery quality do not significantly affect consumer involvement, suggesting areas for further investigation. By offering insights into consumer behavior in the fresh food e-business sector, this study provides valuable implications for service improvement and strategic planning for e-business companies aiming to enhance consumer satisfaction and foster loyalty.

키워드