Reinforcement or satiation: Consumers’ repurchase intention on fresh food e-commerce platforms

Abstract

Consumers’ intention to repurchase on fresh food e-commerce platforms has decreased significantly since China adjusted its pandemic policies. The consumption habits that the COVID-19 pandemic drove consumers to form on fresh e-commerce platforms have not persisted in China. This study examined the relationships between consumer perception, behavioral habit, behavioral attitude, and repurchase intention. We surveyed 391consumersoffreshfoode commerceplatforms. Ourresults showedthat consumers’ perceived ease of use and perceived usefulness predicted their repurchase intention. Behavioral attitude played a mediating role in the relationships between consumer perception variables (i.e., perceived ease of use and perceived usefulness) and repurchase intention. Behavioral habit had a dual effect on the formation of repurchase intention. Our research results contribute to a deeper understanding of the factors driving consumer repurchase intention.