“…Some consumers are gradually paying closer attention to service experience in online shopping. In order to better satisfy consumers, service provision has become an important means for many enterprises (e.g., Liu et al., 2021b; Hua et al., 2022). Thus, more e‐retailers attach importance to the investment in value‐added service related to fresh produce, including providing information and consulting services (e.g., food experience exchange, health care), content service (e.g., recipe tutorials), customized service (e.g., nutritional meal), and online community service.…”