Purpose: Many consumers purchase agricultural products through offline channels such as hypermarkets and traditional markets. The current agricultural product distribution system has a very high share of the wholesale market, and the offline distribution system has the disadvantage of excessive distribution costs due to long distribution distances. In preparation for the increasing number of online channels and the establishment of an online wholesale market for agricultural products, this study aims to verify the product diagnosis and reliability of the traceability system, process quality satisfaction and outcome quality satisfaction of perceived benefits, and the relationship between repurchase behavior and the moderating effect of online reviews. Research design, data, and methodology: The data collection was limited to consumers of domestic online shopping malls who utilized the traceability system when purchasing agricultural products. The survey was conducted from May 15, 2023 to May 23, 2023 through a professional survey agency, and a total of 200 questionnaires were received. We excluded 115 copies that did not utilize the traceability system and used 85 copies of valid data. The statistical analysis programs SPSS 23.0 and SmartPLS 4.0 were used to analyze the survey data. Results: We found that online reviews moderated both perceived benefits (process quality satisfaction and outcome quality satisfaction) in online shopping malls on repurchase behavior. Process quality satisfaction of perceived benefits does not have a positive effect on repurchase behavior, while outcome quality satisfaction of perceived benefits has a positive effect on repurchase behavior. Implications: The significance of these contradictory results is that the empirical analysis confirms that online reviews have a moderating effect on both variables of perceived benefits.
Gil et al. (Fri,) studied this question.