Influencing Factors of Fresh Food Online Repurchase Intention

Abstract

In this research we use comment text mining of fresh food from JD.com to study the impacts of consumers’ repurchase intention. A total of 6260 repurchase comments of fresh foods from fruits, vegetables, meat, and seafood were screened out from 79539 comments. We find that: (1) The frequency distribution of the fresh food repurchase comments text fits “The Long Tail”; (2) The high frequency keywords at the head of distribution curve reflect the basic attributes of the product (delicious, fresh, taste, etc). The intermediate frequency keywords reflect the basic attributes of the product and the basic services of the business. The large number of low-frequency keywords at the end of distribution curve reflect excess and diversified additional services that affect consumers’ willingness to repurchase; (3) There are differences in the factors affecting the repurchase willingness among the four types of fresh food. The difference reflected in the distribution of long tail curves and the frequency of keywords.