An Empirical Study on Customer Repurchase Willingness of Fresh E-Commerce Products Based on Customer Perceived Value

Nowadays, with the rapid development and increasingly mature of Internet and e-commerce, fresh food e-commerce has become the “last blue sea” in the field of e-commerce. Major e-commerce giants, such as Amazon, Alibaba and Jingdong, have entered the field of fresh food e-commerce. Online shopping of fresh products has gradually been accepted by consumers. How to promote customers' willingness to repurchase fresh e-commerce products has become a key issue. Different from the existing research on repurchase intention, this study creatively adopts the perspective of perceived value: customer perceived outcome value, perceived procedural value and perceived emotional value. The authors construct a conceptual model and propose some research hypotheses about customer's repurchase willingness. In addition, two mediating variables: customer satisfaction and customer trust, are introduced into the model. Data are collected by means of self-report questionnaires after online practice, then the model and hypotheses are tested by Structured Equation Model software LISREL. The results show that: customers' perceived outcome value, perceived procedural value and perceived emotional value, positively affect their satisfaction with and trust in fresh e-business web-vendors, which further positively influence their willingness to repurchase fresh e-business products online. However, customers' perceived outcome value and perceived emotional value have no significant effect on their trust.