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<p>Many e-commerce platforms have opened up sales channels for agricultural products, which have generated great social and economic benefits. However, whether consumers are willing to revisit the platform and repurchase products remains to be further studied. This study aims to explore how attachment affects platform revisit and repurchase intentions. Based on the elaboration likelihood model (ELM), customer experience theory, and attachment theory, using structural equation modeling, a total of 508 valid questionnaires were collected. The empirical results show that the central route (product experience including perceived price attractiveness and perceived contribution) and the peripheral route (platform experience including information usefulness and social value) have significant positive effects on emotional connection and relationship commitment, respectively. Relationship commitment to the platform has a positive impact on emotional connection to the product. In addition, consumer-product emotional connection and consumer-platform relationship commitment jointly promote platform revisit and repurchase intention. The results of this study provide strategies and recommendations for platforms and merchants.</p>

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How attachment affects platform revisit and repurchase intentions: a perspective from attachment theory

  • 期刊论文

  • 发表日期：

    2025年2月21日

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  • You Li,
  • Jiali Cai,
  • Yu Wang,
  • Shili Chen

摘要

Many e-commerce platforms have opened up sales channels for agricultural products, which have generated great social and economic benefits. However, whether consumers are willing to revisit the platform and repurchase products remains to be further studied. This study aims to explore how attachment affects platform revisit and repurchase intentions. Based on the elaboration likelihood model (ELM), customer experience theory, and attachment theory, using structural equation modeling, a total of 508 valid questionnaires were collected. The empirical results show that the central route (product experience including perceived price attractiveness and perceived contribution) and the peripheral route (platform experience including information usefulness and social value) have significant positive effects on emotional connection and relationship commitment, respectively. Relationship commitment to the platform has a positive impact on emotional connection to the product. In addition, consumer-product emotional connection and consumer-platform relationship commitment jointly promote platform revisit and repurchase intention. The results of this study provide strategies and recommendations for platforms and merchants.