The crucial role of e-logistic service quality to integrated theories to predict continuance intention on fresh produce e-commerce

This research aims to comprehensively understand the determinants influencing customers’ adoption of fresh produce e-commerce services by integrating the expectation-confirmation theory of the technology acceptance model (EC-TAM), the product evaluation model, and e-logistics service quality (E-LSQ). In serving fresh perishable products, the quality of logistics services plays a vital role in bridging the quality of the products presented on the application page and the actual product quality experienced by customers. Emphasizing the mediating role of E-LSQ, the study underscores its direct and indirect effect on fostering continuance usage intention. Employing a robust quantitative approach, data from 364 Jakarta, Indonesia participants were systematically gathered through online questionnaires. The analysis, conducted through the structural equation modeling in AMOS 24, highlights the pivotal role of user confirmation in shaping E-LSQ. Consequently, E-LSQ emerges as a substantial determinant, exerting a pronounced impact on the perceived product quality, heightened customer satisfaction, and the cultivation of intentions to use fresh produce e-commerce services in the future. The originality of this research lies in the innovative integration of theories, providing a nuanced exploration of the interplay in the context of fresh produce e-commerce. The contribution extends beyond theoretical advancement to practical implications, offering valuable insights for businesses aiming to enhance customer loyalty in the burgeoning e-commerce sector, specifically within fresh produce.