The Influence of Servicescape of HEMA Fresh Food on Customers' Repurchase Intention under the Digital Background

（Management School，Shanghai University for Science and Technology，Shanghai 200093，China） Abstract：With the increase in the income of Chinese people and the expansion of fresh retail industry ，the quantity of demand for fresh goods is increased，and the quality of that is improved. The deep integration of digital technology ，such as Big Data and AI，and the retail industry can develop the potential of the overall value chain ；and the perfect，rational and beautiful digital- based servicescape can improve customers’perceived value of products and service and promote them to made the decision of repurchase. To clarify the influence of digital servicescape on customers’repurchase intention，based on SOR theory， the authors take customers of physical shops of HEMA Fresh Food as the research object ，construct an impact relationship model based on such four variables as servicescape，customer perceived value，customer involvement and repurchase intention，and carry out the empirical research and IPA analysis. The results show that ：the atmosphere，spatial layout and digital functions， signs， symbols and handicrafts in the digital- based HEMA fresh food servicescape have a significant positive impact on customers repurchase intention；spatial layout and digital functions，signs，symbols and handicraft have a significant positive impact on customers' perceived functional value ；customer perceived functional value and emotional value have a significant positive impact on repurchase intention ；customer perceived functional value plays an intermediary role in the relationship between spatial layout and digital function，and the relationship between signs，symbols，handicrafts and repurchase intention， separately；perceived emotional value plays an intermediary role in the relationship between spatial layout and digital functions and the relationship between employees and other customers and repurchase intention，separately；higher customer involvement plays more significant mediating role in the positive relation between atmosphere and repurchase intention ；customers are very satisfied with employees and other customers，signs，symbols，handicrafts and other elements in the servicescape of HEMA fresh food；and they are not very satisfied with atmosphere，spatial layout and digital function. So，to better construct the digital-based servicescape and enhance customers’repurchase intention，the enterprises should，first，pay more attention to the construction of digital- based servicescape，meet the customers’requirement and preference in terms of shopping scene；second，they should strengthen brand building and marketing，and increased the way for the customers to be involved in；and third，they should perfect the construction of digital-based servicescape，and improve customers’perceived function value and perceived emotional value.

Key words：digital-based servicescape；customer perceived value；customer involvement；repurchase intention；SOR theory