Study on Customers’ Repeat Purchase Attitude of Chinese Food Delivery

Abstract

To identify factors that influence customers’ repeat purchase attitude of Chinese food delivery, this study elucidated factors that affect customers' repeated purchase attitude of food delivery. The authors specifically examined factors that might affect repeat purchase attitudes, such as perceived quality, perceived value, satisfaction, and switching cost. 402 valid data were analyzed by the structural equation model (SEM). Results show that increasing the perceived value has a greater positive impact on customer satisfaction than directly increasing the perceived quality. Both the switching cost and customer satisfaction have positive effects on the repeat purchase attitude.