The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
권호 표지
DOI QR코드

DOI QR Code

Product Quality Control Activities and Repurchase Intention in Agro-product E-commerce

  • Zi-Hui BAI (Department of MIS, Gyeongsang National University) ;
  • Chao XU (Department of MIS, Gyeongsang National University) ;
  • Sung Eui CHO (Department of MIS, Gyeongsang National University)
  • Received : 2023.11.29
  • Accepted : 2024.01.18
  • Published : 2024.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: This study aims to explore the critical factors in the quality control activities of agricultural products in e-commerce companies and analyze how these factors affect customers' perceived value and repurchase intention. Finally, it further reveals the mediating role of perceived value between the factors of quality control activities of agricultural products and customer repurchase intention. Research design, data and methodology: This study identified six independent factors within agricultural product quality control activities: freshness, assurance, diversity, grading, packaging, and timeliness. Subsequently, the impact of these factors on customer repurchase intention was analyzed. Additionally, perceived value was considered as an intermediary variable between the independent and dependent variables. Data was gathered from 269 Chinese consumers who had experience purchasing on agricultural product e-commerce websites. Results: The study results indicate that the relevant factors within agricultural product quality control activities strongly influence customer repurchase intention, with perceived value mediating this relationship. Conclusions: The significance of this study lies in its exploration of the relevant factors within agricultural product e-commerce's product quality control activities. It identifies their impact on customer repurchase intention and confirms the mediating role of perceived value. The results of this research offer valuable insights and practical guidance for academics in related research fields and practitioners in the agricultural product e-commerce industry.

Keywords

References

  1. Ali, A., & Bhasin, J. (2019). Understanding customer repurchase intention in e-commerce: Role of perceived price, delivery quality, and perceived value. Jindal Journal of Business Research, 8(2), 142-157.
  2. Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.
  3. Anshu, K., Gaur, L., & Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation. Journal of Retailing and Consumer Services, 64, 102798.
  4. Apriadi, D., & Saputra, A. Y. (2017). E-Commerce berbasis marketplace dalam upaya mempersingkat distribusi penjualan hasil pertanian. Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi), 1(2), 131-136.
  5. Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1994). Improving service quality in America: lessons learned. Academy of Management Perspectives, 8(2), 32-45.
  6. Bulut, Z. A. (2015). Determinants of repurchase intention in online shopping: A Turkish consumer's perspective. International Journal of Business and Social Science, 6(10), 55-63.
  7. Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619.
  8. Chen, L., Li, Y. Q., & Liu, C. H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185-197.
  9. Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online information review, 33(4), 761-784.
  10. Chou, S., Chen, C. W., & Lin, J. Y. (2015). Female Online Shoppers Examining The Mediating Roles of e - Satisfaction and e-Trust on e-Loyalty Development. Internet Research, 25(4), 542 - 561.
  11. Choi, Y. W., Lee, J. Y., Han, D. B., & Nayga Jr, R. M. (2018). Consumers' Valuation of Rice-Grade Labeling. Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, 66(3), 511-531.
  12. Clements, M. D., Lazo, R. M., & Martin, S. K. (2008). Relationship connectors in NZ fresh produce supply chains. British Food Journal, 110(4/5), 346-360.
  13. Cuong, D. T. (2022). The relationship between product quality, brand image, purchase decision, and repurchase intention. Proceedings of International Conference on Emerging Technologies and Intelligent Systems (pp: 533-545). Springer International Publishing.
  14. Da Cruz, A. G., Cenci, S. A., & Maia, M. C. (2006). Quality assurance requirements in produce processing. Trends in Food science & technology, 17(8), 406-411.
  15. De Toni, D., Eberle, L., Larentis, F., & Milan, G. S. (2018). Antecedents of perceived value and repurchase intention of organic food. Journal of Food Products Marketing, 24(4), 456-475.
  16. Ding, C., Zhang, R., & Wu, X. (2023). The impact of product diversity and distribution networks on consumption expansion. Journal of Business Research, 161, 113833.
  17. Dlacic, J., Arslanagic, M., Kadic-Maglajlic, S., Markovic, S., & Raspor, S. (2014). Exploring perceived service quality, perceived value, and repurchase intention in higher education using structural equation modelling. Total Quality Management & Business Excellence, 25(1-2), 141-157.
  18. Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A sysytematic review and bibliometric analysis. Journal of Business Research, 135, 758-773.
  19. Dominici, A., Boncinelli, F., Gerini, F., & Marone, E. (2021). Determinants of online food purchasing: The impact of sociodemographic and situational factors. Journal of Retailing and Consumer Services, 60, 102473.
  20. Do, Q. H., Kim, T. Y., & Wang, X. (2023). Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences. Journal of Retailing and Consumer Services, 70, 103165.
  21. Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron, Ohio: University of Akron Press.
  22. Feng, L., Wang, W. C., Teng, J. T., & Cardenas-Barron, L. E. (2022). Pricing and lot-sizing decision for fresh goods when demand depends on unit price, displaying stocks and product age under generalized payments. European Journal of Operational Research, 296(3), 940-952.
  23. Fu, Y., Kim, J. H., Cho, S. E. (2022). Relationship between Product Characteristics and Customer Purchase Intention in Cross-Border Online Shopping: Focus on Chinese Consumers. The Journals of Economics, Marketing & Management, 10(6), 47-57.
  24. Ge, A. Y. (2019). The Repurchase Intention on Agricultural Products' Characteristics and Consumers' Characteristics of EC in China. Journal of Distribution and Management Research, 22(6), 21-34.
  25. Georgiou, M. N. (2009). E-commerce has a positive impact on economic growth: A panel data analysis for Western Europe. SSRN Electronic Journal. doi:10.2139/ssrn.1484687.
  26. Goncalo, E. B. (2003). Certificacao de sistemas de qualidade na industria de laticinios. Revista do Instituto de Laticinios Candido Tostes, 58(333), 9-14.
  27. Guo, J., Jin, S., Zhao, J., Wang, H., & Zhao, F. (2022). Has COVID-19 accelerated the E-commerce of agricultural products? Evidence from sales data of E-stores in China. Food Policy, 112, 102377.
  28. Guo, J., Hao, H., Wang, M., & Liu, Z. (2022). An empirical study on consumers' willingness to buy agricultural products online and its influencing factors. Journal of Cleaner Production, 336, 130403.
  29. Gu, W., Bao, P., & Lee, J. H. (2019). A Study on the continuance intention of O2O fresh agricultural products E-commerce. The Journal of Industrial Distribution & Business, 10(10), 35-44.
  30. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis, (6th ed). New Jersy, Prentice Hall.
  31. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
  32. Hoa, V. B., Seong, P. N., Cho, S. H., Kang, S. M., Kim, Y. S., Moon, S. S., Choi. Y. M.. Kim, J. H., & Seol, K. H. (2019). Quality characteristics and flavor compounds of pork meat as a function of carcass quality grade. Asian-Australasian journal of animal sciences, 32(9), 1448-1457.
  33. Howard, M. C. (2023). A systematic literature review of exploratory factor analyses in management. Journal of Business Research, 164, 113969.
  34. Huo, Y., & Mu, H. (2017). Research on the Development of E-commerce Model of Agricultural Products. 13th Global Congress on Manufacturing and Management (02040). MATEC Web of Conferences.
  35. Jaeger, S. R., Antunez, L., & Ares, G. (2023). An exploration of what freshness in fruit means to consumers. Food Research International, 165, 112491.
  36. Jain, N. K., Gajjar, H., & Shah, B. J. (2021). Electronic logistics service quality and repurchase intention in e-tailing: Catalytic role of shopping satisfaction, payment options, gender and returning experience. Journal of Retailing and Consumer Services, 59, 102360.
  37. Jensen, H. R. (2001). Antecedents and consequences of consumer value assessments: implications for marketing strategy and future research. Journal of Retailing and Consumer Services, 8(6), 299-310.
  38. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259-274.
  39. Juan, W., & Yadong, T. (2021). Reverse integration and optimisation of agricultural products E-commerce omnichannel supply chain under Internet technology. Acta Agriculturae Scandinavica, Section B-Soil & Plant Science, 71(7), 604-612.
  40. Kahn, B. K., Strong, D. M., & Wang, R. Y. (2002). Information quality benchmarks: product and service performance. Communications of the ACM, 45(4), 184-192.
  41. Karine, H. A. J. I. (2021). E-commerce development in rural and remote areas of BRICS countries. Journal of Integrative Agriculture, 20(4), 979-997.
  42. Keaveney, S. M., & Parthasarathy, M. (2001). Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors. Journal of the academy of marketing science, 29(4), 374-390.
  43. Khalifa, M., & Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16, 780-792.
  44. Kim, S., & Ha, G. (2021). The Effect of the Characteristics of Agri-Food Open Market on the Repurchase Intention: Focusing on the Moderating Effect of Innovation. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 16(4), 153-165.
  45. Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic commerce research and applications, 11(4), 374-387.
  46. Koufteros, X., Droge, C., Heim, G., Massad, N., & Vickery, S. K. (2014). Encounter satisfaction in e-tailing: are the relationships of order fulfillment service quality with its antecedents and consequences moderated by historical satisfaction?. Decision Sciences, 45(1), 5-48.
  47. Kwaku, A. R., & Fan, Q. (2020). Effect of good product design and packaging on market value and the performance of agricultural products in the Ghanaian market. Open Access Library Journal, 7(9), 1-14.
  48. Law, C. C., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers' perspective. Case Studies on Transport Policy, 10(2), 741-750.
  49. Lancaster, K. (1990). The Economics of Product Variety: A Survey. Marketing Science, 9(3), 189-206.
  50. Lee, Y. O., & Kim, M. (2008). The effect of logistics service quality on customer satisfaction and repurchase intention: focusing on company size as a moderator. Journal of International Logistics and Trade, 6(1), 55-73.
  51. Lennernas, M., Fjellstrom, C., Becker, W., Giachetti, I., Schmitt, A., De Winter, A. M., & Kearney, M. (1997). Influences on food choice perceived to be important by nationally-representative samples of adults in the European Union. European Journal of Clinical Nutrition, 51, S8-S15.
  52. Liu, X., & Walsh, J. (2019). Study on development strategies of fresh agricultural products e-commerce in China. International Business Research, 12(8), 61-70.
  53. Liu, X., & Kao, Z. (2022). Research on influencing factors of customer satisfaction of e-commerce of characteristic agricultural products. Procedia computer science, 199, 1505-1512.
  54. Liu, X. (2021). Empirical study on B2C e-commerce logistics network optimisation of agricultural products. Acta Agriculturae Scandinavica, Section B-Soil & Plant Science, 71(5), 346-362.
  55. Liu, Y. Y., & Joo, S. H. (2023). A Study on the Effect of the Quality of Logistics Service on Customer Loyalty of Jingdong E-Commerce Platform in China. Regional Industry Review, 46(2), 255-276.
  56. Liu, M., Jia, W., Yan, W., & He, J. (2023). Factors influencing consumers' repurchase behavior on fresh food e-commerce platforms: An empirical study. Advanced Engineering Informatics, 56, 101936.
  57. Ligon, E. (2002). Quality and Grading Risk. In: Just, R.E., & Pope, R.D. (Eds), A Comprehensive Assessment of the Role of Risk in U.S. Agriculture. Natural Resource Management and Policy, vol 23 (pp. 353-369). Boston, MA: Springer.
  58. Luning, P. A., & Marcelis, W. J. (2006). A techno-managerial approach in food quality management research. Trends in Food Science & Technology, 17(7), 378-385.
  59. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.
  60. Jiang, L. Q., & Zhao., Y. Y. (2016). The Effects of Corporate Hypocrisy on Consumer' s Purchase Intention--A Study based on the Theory of Planned Behavior. Commercial Research, 58(9), 174-180.
  61. Mahendrayanti, M., & Wardana, I. M. (2021). The effect of price perception, product quality, and service quality on repurchase intention. American Journal of Humanities and Social Sciences Research, 5(1), 182-188.
  62. Melian-Gonzalez, S. (2022). Gig economy delivery services versus professional service companies: Consumers' perceptions of food-delivery services. Technology in Society, 69, 101969.
  63. Mentzer, J. T., Flint, D. J. & Kent, J. L.(1999). Developing a logistics service quality scale. Journal of Business Logistics, 20(1), 9-32.
  64. Murfield, M., Boone, C. A., Rutner, P., & Thomas, R. (2017). Investigating logistics service quality in omni-channel retailing. International Journal of Physical Distribution & Logistics Management, 47(4), 263-296.
  65. Naseem, S., Mohsin, M., Hui, W., Liyan, G., & Penglai, K. (2021). The investor psychology and stock market behavior during the initial era of COVID-19: a study of China, Japan, and the United States. Frontiers in Psychology, 12, 626934.
  66. Nie, W., Li, T., & Zhu, L. (2020). Market demand and government regulation for quality grading system of agricultural products in China. Journal of Retailing and Consumer Services, 56, 102134.
  67. Olaru, D., Purchase, S., & Peterson, N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing, 23(8), 554-565.
  68. Patma, T. S., Fienaningsih, N., Rahayu, K. S., & Artatanaya, I. G. L. S. (2021). Impact of information quality on customer perceived value, experience quality, and customer satisfaction from using Gofood Aplication. Journal of Indonesian Economy and Business, 36(1), 51-61.
  69. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
  70. Peneau, S., Hoehn, E., Roth, H. R., Escher, F., & Nuessli, J. (2006). Importance and consumer perception of freshness of apples. Food quality and preference, 17(1-2), 9-19.
  71. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879-903.
  72. Preacher, K. J., & Leonardelli, G. J. (2001). Calculation for the Sobel test. Retrieved January, 20, 2009.
  73. Rasaily, P., Shah, N. K., & Adhikari, B. (2023). Relationship between Service Quality and Customer Repurchase Intention in Cafes of Kathmandu Valley, Nepal. Quest Journal of Management and Social Sciences, 5(1), 14-27.
  74. Ranganathan, C., & Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & management, 39(6), 457-465.
  75. Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging. British food journal, 111(9), 988-1002.
  76. Shin, J. I., Chung, K. H., Oh, J. S., & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453-463.
  77. Sigurdsson, V., Larsen, N. M., Alemu, M. H., Gallogly, J. K., Menon, R. V., & Fagerstrom, A. (2020). Assisting sustainable food consumption: The effects of quality signals stemming from consumers and stores in online and physical grocery retailing. Journal of Business Research, 112, 458-471.
  78. Sobel, M. E. (1982). Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models. Sociological Methodology, 13, 290-312.
  79. Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: impact on satisfaction and intentions. Journal of Services marketing, 9(1), 15-23.
  80. Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers' product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219.
  81. Teng, C. C., & Lu, C. H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95-105.
  82. Tzeng, S. Y., Ertz, M., Jo, M. S., & Sarigollu, E. (2021). Factors affecting customer satisfaction on online shopping holiday. Marketing Intelligence & Planning, 39(4), 516-532.
  83. Uvet, H. (2020). Importance of logistics service quality in customer satisfaction: An empirical study. Operations and Supply Chain Management: An International Journal, 13(1), 1-10.
  84. Van der Vorst, J. G., Van Dongen, S., Nouguier, S., & Hilhorst, R. (2002). E-business initiatives in food supply chains; definition and typology of electronic business models. International Journal of Logistics, 5(2), 119-138.
  85. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.
  86. Wang, X., & Zhang, J. (2020). Factors influencing Chinese online shopping distributions of fresh agricultural products. Journal of Distribution Science, 18(10), 53-64.
  87. Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768-2776.
  88. Xu, X., & Chen, J. Y. (2020). Research on the Influence of E-commerce service quality of fresh Agricultural products on customer satisfaction. 2020 International Conference on Agricultural Science and Technology and Food Engineering: Vol 189 (01022). August 21-23, Changchun, China, E3S Web of Conferences.
  89. Xu, A., Wei, C., Zheng, M., Sun, L., & Tang, D. (2022). Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis. Sustainability, 14(22), 15451.
  90. Yu, W., Bian, W., Li, W., & Han, X. (2020). Influencing factors of fresh food online repurchase intention. Proceedings of the Fourteenth International Conference on Management Science and Engineering Management: Volume 1 (pp. 757-770). July 30-August 2, Moldova. ICMSEM.
  91. Yu, X. (2018). Engel curve, farmer welfare and food consumption in 40 years of rural China. China Agricultural Economic Review, 10(1), 65-77.
  92. Yu, X., & Abler, D. (2009). The demand for food quality in rural China. American Journal of Agricultural Economics, 91(1), 57-69.
  93. Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28, 67-85.
  94. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
  95. Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role. Frontiers in Psychology, 12, 5016.
  96. Zhong, Y., Lai, I. K. W., Guo, F., & Tang, H. (2021). Research on government subsidy strategies for the development of agricultural products E-commerce. Agriculture, 11(11), 1152.
  97. Zusman, P. (1967). A theoretical basis for determination of grading and sorting schemes. Journal of Farm Economics, 49(1), 89-106.