Fresh food online shopping repurchase intention: the role of post-purchase customer experience and corporate image
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 6 December 2021
Issue publication date: 18 February 2022
Abstract
Purpose
The purpose of this study is to investigate consumers' post–purchase experience when buying fresh food online. It examines the key dimensions of post–purchase online customer experience (post–purchase OCE) that impact customer satisfaction and repurchase intention. It also explores the role of corporate image as a moderator.
Design/methodology/approach
An online survey was conducted in China to capture participants' post–purchase OCE, satisfaction, repurchase intention and perceived corporate image. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyse data collected from 317 Chinese fresh food online shoppers. Moderated mediation analysis was conducted to analyse the moderating effect of corporate image.
Findings
Four post–purchase OCE dimensions “product-in-hand”, “customer support”, “benefits” and “packaging” significantly drive customers' repurchase intention by enhancing customer satisfaction. “Delivery” is not influential. Additionally, for firms with a good corporate image, customer repurchase intention is more easily affected by post–purchase OCE than firms with a lower level of corporate image.
Practical implications
The findings inform fresh food e-commerce firms of the critical post–purchase OCE dimensions that mostly drive customer satisfaction and help retain customers. Furthermore, it implies that firms with a good corporate image must provide high-quality post–purchase OCE that matches the image because the consequences associated with a poor post–purchase OCE can be severe.
Originality/value
This research is among the first to investigate fresh food post–purchase OCE. It also introduces the previously underexplored moderating role of corporate image.
Keywords
Citation
Ma, K.X., Mather, D.W., Ott, D.L., Fang, E., Bremer, P. and Mirosa, M. (2022), "Fresh food online shopping repurchase intention: the role of post-purchase customer experience and corporate image", International Journal of Retail & Distribution Management, Vol. 50 No. 2, pp. 206-228. https://doi.org/10.1108/IJRDM-04-2021-0184
Publisher
:Emerald Publishing Limited
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