The Impact of Consumer Loyalty and Customer Satisfaction in the New Agricultural Value Chain

Abstract

Affected by advances in artificial intelligence and awareness of green environmentalism, consumers’ purchasing behavior of fresh agricultural products has been transformed. New agricultural value chains are being created, such as the new retail model. This study used principal component analysis (PCA) to select essential factors of online consumer behavior and adopted multilevel structural equation modeling (MSEM) to analyze the consumer behavior of Fresh Hema, a new retail format completely reconstructed by Alibaba for offline supermarkets, under different levels of the new retail model. The study adopted an online questionnaire of the consumer behavior of Fresh Hema in 2022. The results show that playfulness and epidemic prevention positively impacted customer satisfaction; convenience benefits and green logistics had the most significant positive impact on customer loyalty.