Loyalty Formation Mechanisms of Online Fresh Food in Beijing: An Empirical Study of the Digital Transformation

The development of the internet economy has driven changes in Chinese consumers' shopping habits and the digital transformation of the traditional fresh food industry. This paper focuses on the online fresh food market in Beijing, China, and explores the key factors that influence consumers' online purchasing decisions. It also analyzes the formation mechanism of e-loyalty (EL) to address the issue of low conversion and retention rates in fresh food e-commerce. Using an integrated framework of Commitment Trust Theory (CTT) and Social Exchange Theory (SET), we found that e-service quality (ESQ), product quality (PQ), customer perceived value (PV), platform image (PI), and mediation through e-satisfaction (ES) and perceived trust (PT) are significantly related to e-loyalty (EL). The paper presents a "PTSL" (perceived -trust-satisfaction-loyalty) theoretical model, demonstrating that the digital transformation of fresh food e-commerce is an effective improvement strategy.