Research Characteristics Of O2O Service,brand Image,perceived Value,and Satisfaction Toward Repurchase Intention At Grabfood In Indonesia

The development of Internet technology and the popularity of smartphones have promoted the general trend of combining online and offline commodity transactions.Significant changes have taken place in the way consumers understand information.Obtaining commodity information through online channels has greatly facilitated the way consumers shop.The traditional physical transaction model is being replaced by the network transaction model.The network model has become a frontier research field for scholars,but there is very little research on consumers’ repurchase intention.Many scholars at home and abroad have used credit,word-of-mouth and other perspectives to study and analyze consumers’ repurchase intention,but the relevant research is not sufficient.Therefore,this paper is based on the Indonesian Grabfood company as the research object,and the research aims to examine the influence of enterprise O2 O service,brand image and perceived value on repurchase intention.Using the SOR theoretical model,with experience as the moderating factor,the influence relationship between the mediator and the dependent variable was examined.For the above model construction,the data of 300 respondents from Grabfood users in Indonesia were collected through questionnaires and field visits for analysis.A structural equation model(SEM)was constructed,and the data analysis software Lisrel 8.7was used for empirical analysis.The results of the model are described as follows: The five characteristics of the O2 O service constructed in this study,ease of use,interactivity,price,safety and entertainment,all have a significant impact on perceived value;brand image also has a significant impact on perceived value.However,interaction,safety and brand image had no significant effect on satisfaction.Ease of use,price and entertainment have a significant impact on satisfaction.Perceived value has a significant effect on satisfaction.Perceived value has a significant impact on repurchase intention.Satisfaction has a significant impact on repurchase intention.There is no significant moderation of experience between perceived value and satisfaction,between perceived value and repurchase intention,and between satisfaction and repurchase intention.Many online transactions are one-time transactions,and consumers repurchase less.This paper explores how these factors affect Indonesian consumers’ online repurchase intentions through a study on the satisfaction of companies’ O2 O services,brand image and perceived value on their repurchase intentions.Development provides practical reference value.