The Effect of Consumer Acquisition Process on Consumer Satisfaction in Purchasing Fresh Food Online in the Context of Uncertainty

This study aims to identify the key factors influencing Chinese consumers' satisfaction when purchasing fresh food online in the context of uncertainty. It explores how these factors impact consumer satisfaction, electronic word-of-mouth (e-WOM), and behavioral intentions, providing insights into the unique challenges of the online fresh food market. A conceptual framework was developed based on prior literature, identifying seven key determinants of consumer satisfaction: information quality, website design, merchandise attributes, security, payment, delivery, and customer service. The study employs a quantitative research approach, using path analysis through linear regression to test hypotheses. Data were collected from 266 respondents with prior experience in online fresh food shopping, and reliability and validity were confirmed through Cronbach’s alpha and confirmatory factor analysis. The results confirm that all seven determinants positively influence consumer satisfaction in the online fresh food market. Additionally, consumer satisfaction is found to have a significant positive impact on both behavioral intentions and e-WOM. These findings highlight the importance of addressing perishability, quality sensitivity, and uncertainty in shaping consumer satisfaction. This research contributes to the theoretical understanding of consumer satisfaction in e-commerce by extending existing models to the context of uncertainty. It provides a comprehensive hierarchical model that evaluates the consumer acquisition process from pre-purchase to post-purchase stages. The findings offer actionable insights for online retailers to enhance their strategies and meet consumer needs in a highly competitive and volatile market.