Through literature research and questionnaire survey, this paper studies consumers' cognition of fresh food platforms and its impact on consumer spending under the current background, focusing on the impact of con...Through literature research and questionnaire survey, this paper studies consumers' cognition of fresh food platforms and its impact on consumer spending under the current background, focusing on the impact of consumers' perception of reliability and risk of fresh food platforms on their consumer spending, and the moderating effect of loyalty among them. The results show that consumers' perception of platform reliability positively affects consumer spending, and loyalty negatively moderates the positive relationship between reliability and consumer spending, which indicates that with the increase of loyalty, the positive impact of reliability on consumer spending will decrease. Consumer perception of platform risk negatively affects consumer spending, but loyalty is not significant in moderating perceived risk and consumer spending.展开更多
文摘Through literature research and questionnaire survey, this paper studies consumers' cognition of fresh food platforms and its impact on consumer spending under the current background, focusing on the impact of consumers' perception of reliability and risk of fresh food platforms on their consumer spending, and the moderating effect of loyalty among them. The results show that consumers' perception of platform reliability positively affects consumer spending, and loyalty negatively moderates the positive relationship between reliability and consumer spending, which indicates that with the increase of loyalty, the positive impact of reliability on consumer spending will decrease. Consumer perception of platform risk negatively affects consumer spending, but loyalty is not significant in moderating perceived risk and consumer spending.
