Determinants of Repurchase Intention in Fresh Food E-Commerce: A Second-Order PLS-SEM Path Modeling Analysis

This study is to investigate the key factors influencing consumers' repurchase intentions and improve repurchase rates as competition heats up in the new online retail industry. Based on the SOR theory, we developed a three-stage second-order structural model featuring "People-Product-Place" stimuli, customer perceived state (satisfaction), and consumer reaction behavior (repurchase intention). In a survey of 390 Chinese users of new e-commerce platforms, partial least squares regression and structural equation modeling were used to look at the links between factors that affected repurchase intention and those factors. The findings show that the "people, product, and place" traits have an impact on repurchase intention and that satisfaction acts as a mediator. Also, the moderation study shows that happy clients are more likely to engage in repeat business if they make habitual purchases. They offer significant proposals for new e-commerce platforms, especially when it comes to using second-order structural models to enhance user experience and raise competitiveness in the market.