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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.10 No.10 pp.35-44

A Study on the Continuance Intention of O2O Fresh Agricultural Products E-Commerce

Wei GU**, Peng BAO***, Jong-Ho LEE****
* This is a partly abbreviated and modified article based on Doctoral thesis by Gu.
** First Author, Ph.D in Electronic Commerce, Kongju National University, Korea. Tel: +82-41-850-8255, Email:
*** Co-Author, Ph. D. Student, Dept. of Electronic Commerce, Kongju National University, Korea. Tel: +82-41-850-8255, Email:

© Copyright: Korean Distribution Science Association (KODISA)
This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
**** Corresponding Author, Professor, Dept. of Electronic Commerce, Kongju National University, Korea. Tel: +82-41-850-8257, Email:
September 03, 2019. September 18, 2019. October 05, 2019.


Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established.
Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing.
Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one.
Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.

JEL Classification: M1O, M16, M19.

O2O를 활용한 신선한 농산품 전자상거래의 지속적 사용의도에 관한 연구

고위, 포붕, 이종호






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