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The Development Consumers’ Repurchase Intention of Fresh Products on Community E-Commerce Platform in Changsha, Hunan Province, China |
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| รหัสดีโอไอ | |
| Creator | Sheng Yan |
| Title | The Development Consumers’ Repurchase Intention of Fresh Products on Community E-Commerce Platform in Changsha, Hunan Province, China |
| Contributor | Buraporn Kumboon, Suchart Prakthayanon, Sirachaya Karaweak |
| Publisher | Luangporyai Association |
| Publication Year | 2566 |
| Journal Title | International Journal of Multidisciplinary in Management and Tourism |
| Journal Vol. | 7 |
| Journal No. | 2 |
| Page no. | 241-256 |
| Keyword | Community e-commerce, Customer experience, Customer trust, Customer satisfaction, Repurchase intention |
| URL Website | https://so03.tci-thaijo.org/index.php/ijmmt |
| Website title | https://so03.tci-thaijo.org/index.php/ijmmt |
| ISSN | 2730-3306 |
| Abstract | This article aims to 1) study the influence of customer experience, customer satisfaction, customer trust, and repurchase intention on community e-commerce platforms; 2) establish a complete theoretical model of consumers’ fresh-products repurchase intention on community e-commerce platforms; and 3) provide directional suggestions for developing community e-commerce platforms. The quantitative research sample was the consumers of fresh products serviced by the “Xingsheng Youxuan” community’s e-commerce platform in Changsha, Hunan Province. They were selected based on the concept of Cochran (1977); the instrument for collecting data was a questionnaire. The qualitative research method is mainly in-depth interviews; the researcher invited 5 doctorates of management and five consumers of fresh products to the “Xingsheng Youxuan” community platform. Analysis of data by descriptive statistics and aontent 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 study proposes to improve the supporting service experience of the community’s fresh food e-commerce platform, strengthen quality supervision, enrich product categories, enhance customer perceived value, improve the internal control system, improve customer trust and satisfaction, and make other development suggestions. |
