生鲜农产品电商平台顾客满意度对重购意愿的影响机制——顾客信任的中介和转换成本的调节作用

The Influence Mechanism of Customer Satisfaction of E-commerce Platform for Fresh Agricultural Products on Repurchase Intention—The Mediating Effect of Customer Trust and the Moderating Effect of Switching Costs

在生鲜农产品电商平台购物后,感到满意的顾客只有少部分产生了重复购买行为,研究此类“满意度悖论”现象背后的作用机制是亟待解决的问题。以关系质量模型视角建立生鲜农产品电商平台消费者重购意愿影响因素模型,使用SPSS26和SmartPLS3.2对顾客满意度、信任度、转换成本和重购意愿之间的结构关系进行实证研究。结果显示:顾客满意度对重意愿具有显著正向效应;顾客信任在满意度和重购意愿之间具有部分中介作用;转换成本在顾客满意度和复购意愿之间起调节作用。基于研究结论,从加强数字品牌建设和构建转换成本体系两方面提出建议。

After shopping on the fresh e-commerce platform,only a small number of satisfied customers have repeated their purchases.It is an urgent problem to study the mechanism behind such“satisfaction paradox”phenomenon.In view of the relationship quality model,this study established the influencing factors model of consumers’willingness to repurchase on the fresh e-commerce platform,and SPSS26 and SmartPLS3.2 are used to demonstrate the structural relationship among customer satisfaction,trust,switching costs and willingness to repurchase.The results showed that:Customer satisfaction has a significant positive effect on heavy will;customer trust plays a part of intermediary role between satisfaction and repurchase intention;switching cost plays a moderating role between customer satisfaction and repurchase intention.Based on the research conclusions,this paper puts forward suggestions from two aspects:Strengthening the construction of digital brands and building a conversion cost system.