How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust
Abstract
:1. Introduction
- Can FFEP’s brand knowledge significantly influence consumers’ perceived value and brand trust?
- To what extent do the consumers’ perceived value and brand trust impact consumers’ purchasing intention of buying fresh food in FFEP?
- Do consumers’ perceived value and brand trust mediate the relationship between FFEP brand knowledge and fresh food purchase intention?
2. Research Hypotheses and Research Model
2.1. Research Hypotheses
2.1.1. Brand Knowledge and Purchase Intention
2.1.2. Brand Knowledge and Perceived Value
2.1.3. Brand Knowledge and Brand Trust
2.1.4. Perceived Value and Purchase Intention
2.1.5. Brand Trust and Purchase Intention
2.1.6. Perceived Value and Brand Trust
2.1.7. Serial Mediation Effect of Brand Trust and Perceived Value
2.2. Research Model
3. Methodology
3.1. Data Collection
3.2. Measures
Constructs | Items | Sources |
---|---|---|
Brand Awareness (BA) | I can easily distinguish this brand from competing brands. | Dabbous et al. Tong et al. [124,125] |
The brand identity of this platform comes to mind quickly. | ||
My friends are also familiar with this e-commerce brand. | ||
I am more familiar with this platform compared to others. | ||
Brand Image (BI) | I believe this platform holds a prominent position in its industry. | Belén del Río et al. [126] |
I believe the products on this platform are of reliable quality. | ||
I believe this platform has an excellent reputation. | ||
I believe that using this platform is a status symbol. | ||
Perceived Value (PV) | I think the quality of the products/services on this platform is very good. | Liu et al. [64] |
I think the platform provides an enjoyable shopping experience. | ||
I find this platform offers excellent value for money. | ||
I think my shopping on this platform is well regarded by others. | ||
Brand Trust (BT) | I think I can trust this platform. | Munuera-Aleman et al. [127] |
I think the platform meets my expectations. | ||
I feel confident and assured about my purchases on this platform. | ||
I believe any problems I encounter with this platform will be resolved satisfactorily. | ||
Purchase Intention (PI) | I would first consider buying fresh food from this platform. | Peng et al. [23] |
I am eager to purchase fresh food from this platform. | ||
I think the fresh food available on this platform is worth buying. | ||
I am happy to recommend my friends to buy fresh food from this platform. |
4. Results
4.1. Demographic Profile
4.2. Reliability and Validity Analysis
4.3. Collinearity Diagnostics
4.4. Hypothesis Validation
4.5. Explanatory Power and Predictive Power of the Model
5. Discussion
6. Conclusions
7. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Formal Questionnaire
- Your gender: a. Male b. Female
- Your age: a. Less than 20 years old b. 21–30 years old c. 31–40 years old d. Greater than 41 years old
- Education level: a. High school and below b. College c. Undergraduate d. Graduate student
- Your Occupation: a. Career unit b. State-owned enterprises c. Private enterprises d. Student e. Others
- Your average monthly income (RMB/Yuan): a. Less than 3000, b. 3000–6000, c. 6000–9000, d. 9000–12,000, e. More than 12,000
- Number of uses per month: a. Less than 3, b. 3–6, c. 7–10, d. More than 10
- Brand Awareness
- I can easily distinguish this brand from competing brands.
- The brand identity of this platform comes to mind quickly.
- My friends are also familiar with this e-commerce brand.
- I am more familiar with this platform compared to others.
- Brand Image
- I believe this platform holds a prominent position in its industry.
- I believe the products on this platform are of reliable quality.
- I believe this platform has an excellent reputation.
- I believe that using this platform is a status symbol.
- Perceived Value
- I think the quality of the products/services on this platform is very good.
- I think the platform provides an enjoyable shopping experience.
- I find this platform offers excellent value for money.
- I think my shopping on this platform is well-regarded by others.
- Brand Trust
- I think I can trust this platform.
- I think the platform meets my expectations.
- I feel confident and assured about my purchases on this platform.
- I believe any problems I encounter with this platform will be resolved satisfactorily.
- Purchase Intention
- I would first consider buying fresh food from this platform.
- I am eager to purchase fresh food from this platform.
- I think the fresh food available on this platform is worth buying.
- I am happy to recommend my friends to buy fresh food from this platform.
Appendix B
Matrix | T Statistics | p Values | CI Low Adj. | CI Up Adj. |
---|---|---|---|---|
1: BA1,BA2,BA3,BA4 | 0.772 | 0.440 | −0.327 | 0.143 |
2: BA1,BA2,BA4,BA3 | 0.513 | 0.608 | −0.273 | 0.158 |
1: BI1,BI2,BI3,BI4 | 1.233 | 0.218 | −0.097 | 0.437 |
2: BI1,BI2,BI4,BI3 | 1.089 | 0.276 | −0.117 | 0.413 |
1: PV1,PV2,PV3,PV4 | 1.322 | 0.186 | −0.420 | 0.081 |
2: PV1,PV2,PV4,PV3 | 1.657 | 0.098 | −0.446 | 0.035 |
1: BT1,BT2,BT3,BT4 | 0.142 | 0.887 | −0.229 | 0.267 |
2: BT1,BT2,BT4,BT3 | 0.433 | 0.665 | −0.193 | 0.306 |
1: PI1,PI2,PI3,PI4 | 0.215 | 0.830 | −0.208 | 0.262 |
2: PI1,PI2,PI4,PI3 | 0.228 | 0.819 | −0.187 | 0.236 |
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Items | Frequency | Proportion | |
---|---|---|---|
Gender | Male | 182 | 38.3% |
Female | 293 | 61.7% | |
Age (in years) | <20 | 12 | 2.5% |
21–30 | 227 | 47.8% | |
31–40 | 172 | 36.2% | |
>41 | 64 | 13.5% | |
Education | High school and below | 38 | 8.0% |
College | 85 | 17.9% | |
Undergraduate | 279 | 58.7% | |
Graduate student | 73 | 15.4% | |
Job | Career unit | 41 | 8.6% |
State-owned enterprises | 125 | 26.3% | |
Private enterprises | 187 | 39.4% | |
Student | 86 | 18.1% | |
Others | 36 | 7.6% | |
Monthly income (RMB/Yuan) | <3000 | 45 | 9.5% |
3000–6000 | 158 | 33.3% | |
6000–9000 | 120 | 25.3% | |
9000–12,000 | 97 | 20.4% | |
>12,000 | 55 | 11.6% | |
Number of monthly uses | <3 | 218 | 45.9% |
3–6 | 181 | 38.1% | |
7–10 | 65 | 13.7% | |
>10 | 11 | 2.3% |
Constructs | Item | Factor Loadings | Cronbach’s Alpha | CR | AVE |
---|---|---|---|---|---|
Brand Awareness (BA) | BA1 | 0.830 | 0.859 | 0.904 | 0.703 |
BA2 | 0.885 | ||||
BA3 | 0.824 | ||||
BA4 | 0.812 | ||||
Brand Image (BI) | BI1 | 0.796 | 0.846 | 0.896 | 0.684 |
BI2 | 0.807 | ||||
BI3 | 0.863 | ||||
BI4 | 0.841 | ||||
Perceived Value (PV) | PV1 | 0.853 | 0.862 | 0.906 | 0.707 |
PV2 | 0.837 | ||||
PV3 | 0.831 | ||||
PV4 | 0.842 | ||||
Brand Trust (BT) | BT1 | 0.856 | 0.868 | 0.910 | 0.716 |
BT2 | 0.859 | ||||
BT3 | 0.835 | ||||
BT4 | 0.835 | ||||
Purchase Intention (PI) | PI1 | 0.797 | 0.833 | 0.889 | 0.666 |
PI2 | 0.859 | ||||
PI3 | 0.805 | ||||
PI4 | 0.802 |
BA | BI | PV | BT | PI | |
---|---|---|---|---|---|
Brand Awareness (BA) | 0.838 | ||||
Brand Image (BI) | 0.274 | 0.827 | |||
Perceived Value (PV) | 0.465 | 0.547 | 0.841 | ||
Brand Trust (BT) | 0.395 | 0.549 | 0.612 | 0.846 | |
Purchase Intention (PI) | 0.400 | 0.512 | 0.543 | 0.611 | 0.816 |
BA | BI | PV | BT | PI | |
---|---|---|---|---|---|
Brand Awareness (BA) | |||||
Brand Image (BI) | 0.320 | ||||
Perceived Value (PV) | 0.540 | 0.638 | |||
Brand Trust (BT) | 0.454 | 0.638 | 0.707 | ||
Purchase Intention (PI) | 0.471 | 0.606 | 0.636 | 0.715 |
BA | BI | PV | BT | PI | |
---|---|---|---|---|---|
Brand Awareness (BA) | 1.081 | 1.277 | 1.309 | ||
Brand Image (BI) | 1.081 | 1.428 | 1.596 | ||
Perceived Value (PV) | 1.686 | 1.958 | |||
Brand Trust (BT) | 1.833 | ||||
Purchase Intention (PI) |
Hypotheses | β | SD | T | p | LLCI | ULCI | Decision |
---|---|---|---|---|---|---|---|
BA -> PI | 0.133 | 0.039 | 3.382 | 0.001 | 0.055 | 0.208 | Supported |
BI -> PI | 0.194 | 0.042 | 4.624 | 0.000 | 0.109 | 0.276 | Supported |
BA -> PV | 0.341 | 0.036 | 9.481 | 0.000 | 0.271 | 0.413 | Supported |
BI -> PV | 0.454 | 0.035 | 12.825 | 0.000 | 0.384 | 0.523 | Supported |
BA -> BT | 0.133 | 0.039 | 3.442 | 0.001 | 0.056 | 0.209 | Supported |
BI -> BT | 0.302 | 0.043 | 7.076 | 0.000 | 0.219 | 0.386 | Supported |
PV -> PI | 0.158 | 0.046 | 3.441 | 0.001 | 0.068 | 0.248 | Supported |
BT -> PI | 0.355 | 0.047 | 7.626 | 0.000 | 0.263 | 0.446 | Supported |
PV -> BT | 0.385 | 0.043 | 8.861 | 0.000 | 0.300 | 0.469 | Supported |
BA -> PV -> PI | 0.054 | 0.017 | 3.204 | 0.001 | 0.023 | 0.089 | Supported |
BI -> PV -> PI | 0.072 | 0.022 | 3.291 | 0.001 | 0.031 | 0.116 | Supported |
BA -> BT -> PI | 0.047 | 0.015 | 3.250 | 0.001 | 0.020 | 0.076 | Supported |
BI -> BT -> PI | 0.107 | 0.022 | 4.983 | 0.000 | 0.069 | 0.152 | Supported |
BA -> PV -> BT -> PI | 0.047 | 0.010 | 4.661 | 0.000 | 0.029 | 0.069 | Supported |
BI -> PV -> BT -> PI | 0.062 | 0.012 | 5.313 | 0.000 | 0.041 | 0.087 | Supported |
R2 | Q2 Predict | |
---|---|---|
Perceived Value (PV) | 0.407 | 0.401 |
Brand Trust (BT) | 0.454 | 0.360 |
Purchase Intention (PI) | 0.455 | 0.327 |
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Ling, S.; Zheng, C.; Cho, D. How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behav. Sci. 2023, 13, 672. https://doi.org/10.3390/bs13080672
Ling S, Zheng C, Cho D. How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behavioral Sciences. 2023; 13(8):672. https://doi.org/10.3390/bs13080672
Chicago/Turabian StyleLing, Shuai, Can Zheng, and Dongmin Cho. 2023. "How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust" Behavioral Sciences 13, no. 8: 672. https://doi.org/10.3390/bs13080672