消费者感知网购物流配送服务质量对其态度和购后行为的影响

Study on How Consumers' Perception of Logistics Distribution Service Quality in Online Shopping Influences Their Attitudes and Post-purchasing Behaviors

主要探讨了消费者感知的网购物流配送服务质量对其满意度、再购意愿和口碑的影响,并分析物流配送的不同维度发挥作用的程度。在已有文献和消费者访谈基础上,修正了网购物流配送服务质量量表,并采用348份有效消费者调查问卷的数据,分析、比较了网购物流配送服务质量及各维度对其满意度、再购意愿和口碑的影响。研究结果为网络企业和电子商务物流配送管理提供了科学的启示。

In this paper, we discussed how the consumer’s perception of distribution service quality in online shopping influenced its satisfaction, repurchase willingness and word-of-mouth reputation, analyzed the extent of the influence of the different dimensions of the logistics distribution process, then on the basis of literature review and consumer interview, modified the quality scale of the logistics distribution services in online shopping, and at the end, using practical data, compared the influence of the quality of the services and its dimensions on consumer satisfaction, repurchase willingness and word-of-mouth reputation.