When Positive Service Logistics Encounter Enhanced Purchase Intention: The Reverse Moderating Effect of Image–Text Similarity

E-commerce platforms offering regional fresh produce often face a trade-off between logistics costs and product quality. Due to limited use of cold chain logistics, consumers frequently receive damaged goods, resulting in negative post-purchase experiences. This study examines how logistics service encounters, as reflected in consumer reviews, influence subsequent purchase behaviour, and how the alignment between review images and text moderates this relationship. We analyse sales and review data from 694 fruit products on Tmall between February and April 2024. Latent Dirichlet Allocation (LDA) is applied to extract logistics-related review content. At the same time, image–text similarity is assessed using the Chinese-CLIP model. Regression analysis reveals that positive logistics service encounters significantly enhance purchase intention. However, high image–text similarity weakens this positive effect, suggesting that overly repetitive content may reduce informational value for prospective buyers. These findings advance understanding of consumer behaviour in online fresh produce markets by highlighting the interactive effects of logistics experiences and user-generated content. The results offer practical implications for improving logistics services, enhancing content diversity in review systems, and increasing consumer trust in e-commerce environments.