Exploring Consumers' Repurchase Intentions on Fresh Food E-Commerce Platforms through the Integration of Value-Based Adoption and IS Success Models

In recent years, fresh food e-commerce has garnered increasing attention and reliance from consumers. For fresh food e-commerce companies, guiding consumers to use their platforms for purchasing products is certainly important. However, enhancing their willingness to continue using the platform is also a critical strategy for maintaining competitiveness. This study integrates and expands the value-based adoption model and the information systems success model, constructing a research model to explain the factors influencing consumers' repurchase intentions on fresh food e-commerce platforms. We conducted a survey of online fresh food buyers and collected 366 valid questionnaires. The results show that service quality significantly improves perceived consumer value and trust, while service innovation positively influences consumer value. Additionally, both perceived value and trust effectively enhance consumers' repurchase intentions, with trust playing a positive moderating role in this relationship. The findings expand our understanding of how service quality and innovation in the fresh food e-commerce sector affect consumer behavior. They provide practical insights for companies to improve service strategies and cultivate long-term customer loyalty.