The Role of Service Quality Attributes and Perceived Value in US Consumers' Impulsive Buying Intentions for Fresh Food E-Commerce

Given the widespread adoption of fresh food e-commerce, this study aimed to explore the service quality attributes influencing utilitarian value, hedonic value, and impulsive buying behavior. A survey was conducted with 263 participants who had experience in purchasing fresh food online. Their responses were analyzed to test hypotheses using structural equation modeling. The findings reveal significant influences of information quality, ease of use, and problem resolution on utilitarian value. Additionally, ease of use, problem resolution, and trendiness were found to impact hedonic value. Problem resolution was a quality factor that affected both practical value and hedonic value, and its influence was found to be greater than that of other service quality factors. Hedonic value was also found to significantly affect impulsive buying behavior; however, utilitarian value did not exhibit a significant impact on impulsive buying behavior. The results provide useful theoretical and managerial implications in the field of fresh food e-commerce business.