Research On The Influence Of Perceived Value On Customers’ Willingness To Repurchase Fresh Food In Community Group Buying

Community group buying started in 2006,and in 2014,Changsha,Wuhan and other places relied on QQ and We Chat social groups to achieve initial development.In 2018,with the addition of commercial capital,it ushered in a big outbreak,after capital integration,industry reshuffle,and the community group buying model was dominated by We Chat mini programs.Until the emergence of the epidemic in 2020,the popularity of “contactless” delivery methods made community group buying develop rapidly again.However,at the same time,the successive entry of Internet giants such as Meituan has led to vicious competition among community group buying platforms,and in December 2020,the State Administration for Market Regulation immediately issued a new rule of “nine musts” for community group buying,so far,community group buying has been orderly developed.As a result,community group buying platforms are also facing an increasingly competitive market consumption environment,and the current community group buying platform mostly uses We Chat mini programs and is easy to operate,the transfer cost of customers switching to the new community group buying platform is very low,and it is difficult to become a loyal user of a certain platform,so it is difficult for the community group buying platform to continue to retain customers.Therefore,community group buying platform enterprises should consider how to consolidate the existing customer group,increase customer stickiness,and improve their willingness to repurchase in this context.Based on this,this paper analyzes the influence of perceived value on fresh food repurchase intention from the perspective of satisfaction and customer engagement,in order to provide suggestions and references for community group buying platforms to expand fresh food sales.Based on a large number of relevant literature,this paper constructs a research model on the influence of perceived value on customers’ willingness to repurchase fresh food in community groups,based on the theory of “Cognition-Affect-Conation”.A total of 395 valid questionnaires were collected,and the empirical analysis model assumptions of SPSS25.0 and AMOS28.0 statistical software were used to show that:(1)The three sub-dimensions of perceived value significantly positively affected customer satisfaction,and perceived social value significantly positively affected customer engagement;(2)Satisfaction and customer engagement significantly positively affect the willingness to repurchase;(3)Customer satisfaction plays a mediating role in the influence of perceived value on repurchase intention;(4)Customer engagement plays an intermediary role in the influence of perceived social value on repurchase intentions;(5)Customer satisfaction and customer engagement play a chain intermediary role in the influence of perceived value on repurchase intention.On the basis of above mentioned reasons,This paper give some advice on the community group buying platform:(1)Anchor the target group and enhance customer perceived value;(2)Improve product quality and enhance customer satisfaction;(3)Improve related services and optimize customer experience.