Product Quality Control Activities and Repurchase Intention in Agro-product E-commerce

• 영문명: Product Quality Control Activities and Repurchase Intention in Agro-product E-commerce
• 발행기관: 국제융합경영학회
• 저자명: Zi-Hui BAI 쉬차오(Chao Xu) 조성의(Sung Eui Cho)
• 간행물 정보: 『융합경영연구』Vol.12 No.1, 1~15쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose: This study aims to explore the critical factors in the quality control activities of agricultural products in e-commerce companies and analyze how these factors affect customers' perceived value and repurchase intention. Finally, it further reveals the mediating role of perceived value between the factors of quality control activities of agricultural products and customer repurchase intention. Research design, data and methodology: This study identified six independent factors within agricultural product quality control activities: freshness, assurance, diversity, grading, packaging, and timeliness. Subsequently, the impact of these factors on customer repurchase intention was analyzed. Additionally, perceived value was considered as an intermediary variable between the independent and dependent variables. Data was gathered from 269 Chinese consumers who had experience purchasing on agricultural product e-commerce websites. Results: The study results indicate that the relevant factors within agricultural product quality control activities strongly influence customer repurchase intention, with perceived value mediating this relationship. Conclusions: The significance of this study lies in its exploration of the relevant factors within agricultural product e-commerce's product quality control activities. It identifies their impact on customer repurchase intention and confirms the mediating role of perceived value. The results of this research offer valuable insights and practical guidance for academics in related research fields and practitioners in the agricultural product e-commerce industry.

목차

1. Introduction

2. Background

3. Empirical Study

4. Summary and Discussion

5. Conclusions

References

키워드

Agro-product E-commerce Product Quality Control Activities Perceived Value Customer Repurchase Intention