The role of cold chain e-logistics service quality and traceability label on consumers repurchase intention on traceable fresh food e-commerce platforms in Ho Chi Minh City

Abstract

The current study is conducted to validate the impact of multidimensional factors on the satisfaction of customers in the traceable fresh food through e-commerce. The high-order construct model was used to analyze its validity in which product-side factors include product price, product quality and condition, product availability, service-side factors including delivery time, delivery reliability, perceived ease of use. This study also considers personal-related factors including perceived control behavior, subjective norms as driven factors on the customer post-purchase intention. The satisfaction – repurchase intention was also tested. This study also analyzes customer perceived value and return policy as moderators on the satisfaction – repurchase intention relationships to gain insights the consumer post-purchase behavior. The data collected from 309 respondents in Ho Chi Minh city was used to analyze through SPSS and SmartPLS 3.0 software. The finding results show that product-related factors, service-related factors, subjective norms have a direct effect on customer satisfaction, perceived control behavior, customer satisfaction directly affects customer repurchase intention while subjective norms do not directly affect customer repurchase intention. The study fills the gap of the previous research, contributing to a new aspect of examining multidimensional factors influencing two specific behaviors including satisfaction and repurchase intention. This study also contributes to the restrictions of studies examining in e-logistics service quality in Vietnam, especially on traceable fresh food study field