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The Continuous Use Intention of Fresh Food Electronic Commerce Based on O2O Service

  • 2

O2O fresh food e-commerce, as a new way of agricultural products sales, is gradually accepted by consumers, but there are relatively few studies on sustainable use intention from the perspective of consumers. Based on IS model and ECM-ISC model, 650 Chinese consumers were surveyed by questionnaires, and the influencing factors of O2O fresh food e-commerce sustainable use willingness were empirically analyzed by structural equation model. The results show that the service quality of O2O fresh food e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh food e-commerce sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce sustainable use intentions, and provides a theoretical basis for consumers sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh food e-commerce.

1. Introduction

2. Research background and Hypotheses

3. Research Methodology

4. Data Analysis and Results

5. Conclusion and Discussion

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