Fresh food online shopping repurchase intention: the role of post-purchase customer experience and corporate image

Kara Xiaohui Ma, Damien William Mather, Dana L. Ott, Eddy Fang, Phil Bremer, Miranda Mirosa*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

29 Citations (Scopus)

Abstract

Purpose: The purpose of this study is to investigate consumers' post–purchase experience when buying fresh food online. It examines the key dimensions of post–purchase online customer experience (post–purchase OCE) that impact customer satisfaction and repurchase intention. It also explores the role of corporate image as a moderator. Design/methodology/approach: An online survey was conducted in China to capture participants' post–purchase OCE, satisfaction, repurchase intention and perceived corporate image. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyse data collected from 317 Chinese fresh food online shoppers. Moderated mediation analysis was conducted to analyse the moderating effect of corporate image. Findings: Four post–purchase OCE dimensions “product-in-hand”, “customer support”, “benefits” and “packaging” significantly drive customers' repurchase intention by enhancing customer satisfaction. “Delivery” is not influential. Additionally, for firms with a good corporate image, customer repurchase intention is more easily affected by post–purchase OCE than firms with a lower level of corporate image. Practical implications: The findings inform fresh food e-commerce firms of the critical post–purchase OCE dimensions that mostly drive customer satisfaction and help retain customers. Furthermore, it implies that firms with a good corporate image must provide high-quality post–purchase OCE that matches the image because the consequences associated with a poor post–purchase OCE can be severe. Originality/value: This research is among the first to investigate fresh food post–purchase OCE. It also introduces the previously underexplored moderating role of corporate image.

Original languageEnglish
Pages (from-to)206-228
Number of pages23
JournalInternational Journal of Retail and Distribution Management
Volume50
Issue number2
DOIs
Publication statusPublished - 18 Feb 2022

Keywords

  • Corporate image
  • Customer satisfaction
  • Fresh food
  • Post–purchase OCE
  • Repurchase intention

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