物流服务质量与在线顾客忠诚——个体差异的调节效应

Logistics Service Quality and Online Customer Loyalty——The Moderating Effect of Individual Differences

使用结构方程模型方法对180个网购用户数据进行了验证性因子分析,结果表明,物流服务质量通过在线顾客满意和在线顾客信任对在线顾客忠诚产生显著影响;在线顾客满意不仅直接影响在线顾客忠诚,还可以通过提高在线顾客信任间接创造在线顾客忠诚;女性消费者和网购经验丰富的消费者、物流服务质量对在线顾客忠诚的总体影响效应更大、更显著。

Using structural equation model, data from 180 online shopping users was used to conduct a confirmatory factor a-nalysis. The results show that logistics service quality has significant impact on online customer loyalty through the mediatingeffect of online customer satisfaction and trust, and that online customer satisfaction has both direct and indirect impact ononline customer loyalty. This paper also finds larger and more significant total effect of logistics service quality on online cus-tomer loyalty for female consumers and those who have richer online experience.