Reinforcement or satiation: Consumers’ repurchase intention on fresh food e-commerce platforms

Consumers’ intention to repurchase on fresh food e-commerce platforms has decreased significantly since China adjusted its pandemic policies. The consumption habits that the COVID-19 pandemic drove consumers to form on fresh e-commerce platforms have not persisted in China. This study examined the relationships between consumer perception, behavioral habit, behavioral attitude, and repurchase intention. We surveyed 391 consumers of fresh food e-commerce platforms. Our results showed that consumers’ perceived ease of use and perceived usefulness predicted their repurchase intention. Behavioral attitude played a mediating role in the relationships between consumer perception variables (i.e., perceived ease of use and perceived usefulness) and repurchase intention. Behavioral habit had a dual effect on the formation of repurchase intention. Our research results contribute to a deeper understanding of the factors driving consumer repurchase intention.