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A Study on the Repurchase Intention of Leisure Foods Using Online Shopping Mall in China: Focused on the Purchase of Three Squirrels

The Chinese e-commerce market is steadily growing. With the popularization of e-commerce platforms such as Alibaba and Jingdong, emerging enterprises have achieved success in a short period of time. Recently, the influence of international e-commerce policy and the development of low-temperature distribution system have led to an increase online food shopping in China. Especially, as the purchasing power of Chinese people becomes stronger, the need for nutritional health and convenient food increases, and the policy of the Chinese government also helps the development of the leisure food industry. First, because of the time and physical constraints, the numbers of survey collected were limited and large-scale sample surveys were not conducted. Second, The ages to be surveyed were in their twenties and thirties, and occupation was concentrated on office workers and students. Third, customer satisfaction of online leisure food shopping has a significant effect on customer loyalty and repurchase intention. Therefore, studying how customer satisfaction of online leisure food shopping affects customer loyalty and repurchase intention will become a valuable research direction in the future. Lastly, in this study, I have adopted the factors of purchasing factors on online leisure food through existing literature studies, but there is a limit to present the factors that influence purchase factors. Therefore, further study is needed to clarify the effects and relationships between various variables that may affect purchase factors.

Abstract

1. Introduction

2. Purpose

3. Research Model

4. Results

References

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