Abstract

Recently, the trend of online trading has garnered significant global attention, necessitating focused investigation in contemporary research. This study examines the influence of marketing strategies and social media reviews on online purchasing intentions concerning fresh food in China. Furthermore, it explores the mediating role of customer satisfaction in the relationship between marketing strategies, social media reviews, and online purchasing intentions. Additionally, it analyses the moderating role of organisational commitment in the relationship between customer satisfaction and online purchasing intentions. Primary data were collected through survey questionnaires administered to customers of shopping malls. The study utilised Smart-PLS to assess the reliability of the data and the associations among variables. The findings reveal that marketing strategies and social media reviews positively influence online purchasing intentions. Moreover, customer satisfaction significantly mediates the relationship between marketing strategies, social media reviews, and online purchasing intentions. Organisational commitment was also found to significantly moderate the relationship between customer satisfaction and online purchasing intentions. These results offer valuable insights for policymakers and industry regulators in formulating strategies to enhance online purchasing intentions by leveraging effective marketing strategies and fostering positive social media reviews.