Understanding US consumers’ fresh food e-commerce quality perception and behaviors: Applying the task-technology fit theory

Research Purpose: The purpose of this study was to investigate the effects of service quality in US fresh food e-commerce on task-technology fit, perceived benefit, perceived risk, attitude, and behavioral intention, based on the task-technology fit (TTF) theory. Research Methods: An online survey was conducted among US consumers who had experience in purchasing fresh food online. A total of 250 responses were obtained and analyzed to test hypotheses using structural equation modeling using AMOS. Results in Research: The results showed that price, system efficiency, delivery, and problem resolution significantly affected task-technology fit. In contrast, information quality and product diversity were not significantly related to task-technology fit.Task-technology fit had a positive effect on perceived benefit, but a negative effect on perceived risk. Perceived benefit was positively linked to attitude toward fresh food e-commerce, while perceived risk negatively influenced it. Attitude toward fresh food e-commerce, in turn, positively affected behavioral intentions. Research Conclusion: This study provides a comprehensive analysis of how various service quality factors in fresh food e-commerce influence consumer behavior, applying the TTF theory as a framework. The present study is expected to provide a theoretical foundation for future research and provide valuable managerial insights for the fresh food e-commerce market.