Influence Factors of Online Shopping Food Quality Performance Considering the Relationship Quality

Influence Factors of Online Shopping Food Quality Performance Considering the Relationship Quality

Xiaoping Li (Jiangsu University of Science and Technology, Zhen Jiang, China), Lijuan Xie (Jiangsu University of Science and Technology, Zhen Jiang, China) and Lan Xu (Jiangsu University of Science and Technology, Zhen Jiang, China)
Copyright: © 2019 |Pages: 10
DOI: 10.4018/JECO.2019040106

Abstract

Most of the existing research relating to online shopping are focused on the analysis of customers' purchase intention and loyalty, but lack influencing factors on the quality performance of online shopping food. This article introduces the relationship quality, and constructs a model of relationship quality, logistics service quality, information sharing, supplier quality management and quality performance. This is done through an empirical study, taking 145 online food businesses as an example. At the same time, the relationship quality not only has an effect on the quality performance through information sharing, logistics service quality and supplier quality management, but also has an indirect effect on quality performance through information sharing and logistics service quality or information sharing and supplier quality management.
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Theoretical Foundation And Research Hypothesis

Online Shopping Supply Chain Definition

Lu et al. (2015) proposed that the online shopping supply chain is a multi-level sales and distribution network which is formed by the supplier, the online shop (business), third-party logistics service providers and customers. It is a specific process which includes supplier supply, merchant sales, customer online orders, electronic payment, express logistics and transportation, receiving, payment, return and evaluation feedback and a series of activities. In this paper, the online shopping supply chain mainly consists of five participants: suppliers, online shop (business), third-party logistics service providers, customers and the online shopping platform. The supplier will be responsible for supplying the goods to shop. Online shop makes a sale in E-commerce platform as a business. Third party logistics enterprises are responsible for the delivery of goods to customers. Customer who has online shopping terminals and composed of distribution in the world is responsible for the receipt of goods. Online shopping platform is the core of the online shopping supply chain, and the supply chain factor flow is not involved in the elements of transfer directly. Its role is to connect each function node and to collect transaction information service for all. The online shopping platform of this article refers to the third-party E-commerce model, which is represented by Taobao, PaiPai, eBay, etc., and belongs to the C2C E-commerce platform model. The structure of online shopping supply chain is shown in Figure 1.

Figure 1.

Online shopping food supply chain structure

JECO.2019040106.f01

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