CIIE Project: sector - fresh food E-commerce

Abstract

Consumers are drawn to fresh e-commerce because of its quick pace, simple operation, affordable prices, and range of fresh products. The new e-commerce business is, however, under pressure from an unprecedented level of competition. The emphasis of new e-commerce businesses is now on customers' recurrent purchasing habits. This paper offers some recommendations to enhance customer satisfaction and raise the fresh e-commerce repeat purchase rate based on literature research on consumer satisfaction and repeat purchase behavior, through an examination of online shopping experiences of consumers using fresh e-commerce, and empirical research on the relationship between consumer satisfaction and fresh e-commerce repeat purchases.