跨境电商物流服务满意度影响因素的实证研究

Empirical study of influencing factors on cross-border e-commerce logistics service satisfaction

随着信息技术的发展和消费观念的变化,跨境网络购物已经成为我国居民消费的常态化趋势,物流作为连接跨境电商与消费者之间的纽带,对于消费者的购物体验和满意程度具有重要影响。在SERVQUAL量表和LSQ模型的基础上,运用结构方程模型探究影响跨境电商物流服务满意度的主要因素。结果表明:跨境电商物流服务质量及其5个维度即经济性、响应性、灵活性、可靠性和移情性均对顾客满意度具有显著的正向影响。其中,移情性对跨境电商物流服务满意度的影响最大,其次是灵活性和经济性,可靠性和响应性对跨境电商物流服务满意度的影响相对较小,研究结果对跨境电商物流企业提高顾客满意度具有一定的指导意义。

With the development of information technology and the change of consumption concept,cross-border online shopping has become a new way for Chinese residents to consume.Logistics,the link between cross-border e-commerce and consumers,has an important impact on consumers’shopping experience and satisfaction.Based on SERVQUAL scale and LSQ model,this paper used the structural equation model to make an empirical analysis on the influencing factors of cross-border e-commerce logistics service satisfaction.The results show that the service quality of cross-border e-commerce logistics and its five dimensions(economy,responsiveness,flexibility,reliability and empathy)have significant positive effects on customer satisfaction,in which,empathy has the greatest impact on the satisfaction of cross-border e-commerce logistics service,following by flexibility and reliability,and the impact of reliability and responsiveness is relatively small.The research results have a good guiding significance for cross-border e-commerce logistics enterprises to improve service satisfaction.