Exploring the influencing factors of users' purchase intention on instant retail platforms
Hongye Xiao
Beijing Union University
Yilei Pei
Beijing Union University
Kan Peng
Beijing Union University
Chuanzhou Hu
Beijing Union University
Kun Zuo
Beijing Union University
DOI: https://doi.org/10.59429/bam.v7i4.12414
Keywords: instant retail; purchase intention; questionnaire method; product quality; service quality
Abstract
In recent years, with the rapid rise of instant retail, how instant retail platforms attract and keep users has become an important challenge currently. Based on the perceived value theory and S-O-R theory, this study explores the influence mechanism of users' purchase intention on instant retail platform. Effective data are collected through questionnaire survey method to carry out the study. It is found that product quality, information quality and service quality significantly and positively affect purchase intention, while perceived value and purchase experience play a significant role in mediating the relationship between platform attributes and purchase intention. This study constructs an integrated model of "platform attributes-psychological mechanisms-behavioral outcomes", which provides theoretical support and practical guidance for instant retail platforms to optimize core attributes and design marketing strategies.
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