Main Factors Affecting Consumer Purchase Intention of Freshippo Application in China
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The purpose of this study is to explore how e-service quality(efficiency,fulfulment,and privacy)influence consumer purchase intentions through e-satisfaction and e-trust. And to understand the mediating role between customer satisfaction and customer trust in the purchase intention of China Freshippo APP. Data were collected from 421 active Freshippo users in first and second-tier Chinese cities through a structured questionnaire. Structural equation modeling results reveal that: (1) efficiency, fulfillment, and privacy positively influence both e-satisfaction and e-trust; (2) e-satisfaction and e-trust significantly affect purchase intention; and (3) both e-satisfaction and e-trust mediate the relationships between e-service quality dimensions and purchase intention. The findings contribute to understanding consumer behavior in integrated retail environments and provide practical implications for retailers developing online-offline strategies. Specifically, the results suggest that retailers should focus on enhancing platform efficiency, ensuring reliable fulfillment, and strengthening privacy protection to build customer trust and satisfaction, ultimately driving purchase intention in the evolving retail landscape.
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