A Study on the Effects of Online Shopping Fresh Food Quality on Purchase Satisfaction and Repurchase Intention: Focusing on the Effects of Food Lifestyle Control

Due to the COVID-19 pandemic, consumers have been shopping for groceries online. The purpose of this study was to conduct a study on the factors influencing repurchase intention according to consumer satisfaction in online fresh food shopping purchase. We conducted an online survey of 400 consumers. The results showed that freshness, information, promotional activities, product classification, and convenience had a significant effect on purchase satisfaction. Delivery quality did not significantly affect satisfaction or purchase intention. In addition, for health-conscious consumers, the effect of information level on purchase satisfaction was moderated by lifestyle.<br/> Therefore, this study can provide practical implications for online grocery retailers to develop effective fresh food marketing strategies for consumer behavior in the recent growing online fresh food market. And the results of this study can contribute to constructing customized marketing strategies for consumers considering health.