A Study on the Continuance Intention of O2O Fresh Agricultural Products E-Commerce

Abstract

Purpose-This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology-Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results-Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions-The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.

Modelo de aceptación tecnológica en los canales digitales para la adquisición de productos agrícolas frescos

“…Tavukçu y Topuz (2018) estudiaron el impacto de las motivaciones hedónicas y utilitarias en el comportamiento de las mujeres en las compras a través de Internet, e identificaron que las tendencias culturales y el consumo hedónico afectan el comportamiento de la compra y que las mujeres presentan mayor influencia por las compras utilitarias que por las hedónicas. Gu et al (2019) investigaron sobre la intención de continuidad del comercio electrónico de productos agrícolas frescos O2O en China, y por medio del modelo UTAUT probaron que la satisfacción del cliente por la compra de productos frescos agrícolas está influenciada por la calidad del servicio, la calidad de la información y la calidad de la entrega del producto, y que la influencia social y la utilidad percibida afectan la intención de compra de productos agrícolas frescos O2O. Los autores estudiaron el comercio electrónico de productos agrícolas frescos con un enfoque desde la oferta, por lo que sugirieron estudiar el comportamiento de uso e intención de compra de este tipo de bienes agrícolas desde el consumo.…”

A Study on the Mediating Effect of Perceived Usefulness in the Acceptance of Airport Service Technology

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Influence on the Use Intention of Alipay Payment Service by Chinese Tourists Visiting Korea

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