식품유통플랫폼의 정보 품질이 정보-과업 적합성, 정보 신뢰, 정보 이용성과 및 식품유통플랫폼에 대한 만족에 미치는 영향

The number of consumers who purchase fresh food through e-commerce platforms has increased. The information quality is important in purchasing food categories including fresh food since the quality of fresh food is not consistent so consumers greatly rely on information when they make decisions. Therefore, this study aims to identify the effects of information quality of the fresh food e-commerce platform on the information-task fit, information trust, performance, and service satisfaction. For the empirical test, an online survey was conducted in November 2021. A total of 365 samples were gathered from consumers who had purchased food via the fresh food e-commerce platform within a month and used for the structural equation model analysis. The results were as follows: First, consumers’ perceived product information quality and review quality significantly affected information-task fit in the fresh food e-commerce platform. Second, information- task fit had a significant effect on perceived information trust and performance. Third, the study found significant relationships between perceived information trust and service satisfaction. Fourth, performance significantly influenced service satisfaction. This study offers useful theoretical implications and managerial implications in the context of fresh food e-commerce platforms and information management.