Abstract
This study aims to investigate the purchase motive, satisfaction, and repurchase intention in online shopping and examines factors influencing the intention of repurchasing fresh foods in online shopping. An online self-administered survey was conducted, and a total of 544 samples were utilized for this research. The findings of this study are as follows. First, the three factors of purchase motive (convenience, purchase information, price and quality) all have a positive effect on repurchase intention. Second, all three factors have a positive effect on satisfaction. Third, examining the mediating effect of satisfaction toward online fresh food shopping confirmed that purchase motive had a significant impact on repurchase intention and satisfaction partially mediated this relationship. This study will provide basic data and managerial implications for companies selling fresh food online.
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