电商企业自营物流质量对消费者再购买意愿影响研究——以京东商城为例

An Empirical Study on the Effect of E- commerce Enterprises Logistics Service Quality on Consumer Repurchasing Desire

对电子商务企业而言,物流服务是制约电子商务发展的一个瓶颈。文中在已有的研究成果的基础上,提出了电商企业物流质量的四个维度——时间性、可靠性、及时性和价格,对这四个维度与消费者再购买意愿的关系进行了探讨,并作出了7个重要假设。通过对大学生消费群体的问卷调查,运用SPSS进行数据分析。根据相关分析和回归分析的结果表明物流质量的时间性、可靠性和便利性对消费者的再购买意愿有显著的正向影响,物流服务的价格和消费者的再购买意愿有着显著的负向影响,此外,还发现消费者特征对物流服务质量与消费者再购买意愿的关系的调节作用不明显。

For e -commerce enterprises,the logistics service has become an obstacleto their development.This thesis, based on former researches,proposes the logistics servicequality in four dimensions （punctuality,reliability,convenience,and price）,and discusses the relationship between those four dimensions and there -purchasing desire of consumers,with releasing a significant hypothesis.The result from the investigation of those repurchases done in JD.comindicates that the punctuality, reliability and convenience have positiveeffects on consumers＇repurchasing desire,while the price of logisticsservice has the negative effect.In addition,the investigation also findsthat different consumers may require different logistics service.