How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust

• Published in: Behavioral sciences Vol. 13; no. 8; p. 672
• Main Authors: Ling, Shuai, Zheng, Can, Cho, Dongmin
• Format: Journal Article
• Language: English
• Published: Switzerland MDPI AG 10.08.2023; MDPI
• Subjects: Brand equity; Brand image; brand knowledge; brand trust; Computer programs; e-commerce platform; Electronic commerce; fresh food; Internet software; Marketing research; Mediation; perceived value; Perceptions; purchase intention; Purchasing; China; purchase intention; perceived value; fresh food; e-commerce platform; brand trust; brand knowledge

The intense competition among fresh food e-commerce platforms in China has reduced the market share of the leading firms. This study aims to establish a model framework based on brand knowledge, perceived value, brand trust, and purchase intention to improve the market competitiveness of fresh food...