Development and Validation of a Framework on Consumer Satisfaction in Fresh Food E-Shopping: The Integration of Theory and Data

Development and Validation of a Framework on Consumer Satisfaction in Fresh Food E-Shopping: The Integration of Theory and Data

Consumer satisfaction critically determines the operational sustainability of fresh food e-commerce platforms, yet integrated investigations combining multi-source data remain scarce. This study develops a theory–data fusion framework to identify key satisfaction drivers in China’s fresh e-commerce...

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Bibliographic Details
Main Authors: Yingxue Ren, Yitong Qu, Junbin Liang, Fangfang Zhao
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
fresh e-commerce platform
data first
theory first
customer satisfaction
model constructs
Online Access:https://www.mdpi.com/0718-1876/20/2/114
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Summary:Consumer satisfaction critically determines the operational sustainability of fresh food e-commerce platforms, yet integrated investigations combining multi-source data remain scarce. This study develops a theory–data fusion framework to identify key satisfaction drivers in China’s fresh e-commerce sector. Utilizing Python-based crawlers, we extracted 1252 online reviews of Aksu apples from a certain fresh produce e-commerce platform alongside 509 validated questionnaires. Through systematic literature synthesis, three core dimensions—perceived value (price–performance balance), platform experience (interface usability), and perceived quality (freshness assurance)—were operationalized into measurable indicators. The final structural equation model reveals that perceived value, platform experience, and perceived quality all have significant positive impacts on consumer satisfaction. This study pioneers a methodological paradigm integrating computational text mining (Octopus Collector + SPSS Pro) with traditional psychometric scales, achieving superior model fit (RMSEA = 0.023, CFI = 0.981). These findings empower platforms to implement a precision strategy. The validated framework provides a theoretical basis for omnichannel consumer research while addressing the data-source bias prevalent in prior studies.
ISSN:0718-1876

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