Abstract
This study investigated the relationship between service quality, service-platform fit, relative advantage, complexity, attitude toward Chinese fresh food e-commerce platform, and behavioral intention, applying task-technology fit theory and innovation diffusion theory. To this end, an online survey was conducted in November 2022, a total of 435 responses were used for structural equation model analysis. The results were as follows. First, the service quality attributes of the Chinese fresh food e-commerce platform information―information quality, price, product assortment, delivery quality, and convenience―had positive effects on service-platform fit. Second, service-platform fit had a positive effect on relative advantage, but a negative effect on complexity. Third, relative advantage had a positive effect on attitude, and complexity had a negative effect on attitude. Finally, it was found that attitude toward fresh food e-commerce platform significantly affected behavioral intention. Based on these results, academic and practical implications were derived.
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