镇江高专学报2025，Vol.38Issue(3)：38-43,6.
生鲜电商平台消费者持续购买意愿的影响因素研究
A study on the influencing factors of consumers' continuous purchase intention on fresh e-commerce platforms
摘要
Abstract
Satisfaction,trust,and attraction of the substitutes have a significant impact on the continuous purchase intention,while the impact of conversion costs on it is not significant.Satisfaction plays a fully-mediating role in the continuous purchase intention process influenced by the product quality,and a partially-mediating role in the impact process of logistics and distribution.Trust plays a partially-mediating role in the impact of the product quality and logistics distribution on the continuous purchase intention.Based on this,e-commerce platforms must guarantee the quality of fresh products,upgrade logistics and after-sales services,and implement personalized marketing strategies and other measures to enhance consumers' continuous purchase intention and increase the online sales volume of fresh products.关键词
生鲜电商/持续购买意愿/SORKey words
fresh e-commerce/continuous purchase intention/SOR分类
管理科学引用本文复制引用
杨方铭..生鲜电商平台消费者持续购买意愿的影响因素研究[J].镇江高专学报,2025,38(3):38-43,6.基金项目
江苏省高校哲学社会科学研究项目(2021SJA1822) （2021SJA1822）
江苏省高等学校大学生创新创业训练计划项目(202411049028Z) （202411049028Z）
