消费者感知价值对服务消费复购意向影响的研究——基于信任要素嵌入快递服务消费领域的分析

Research on the influence of consumer perceived value on service consumption repurchase intention——Based on the analysis of trust element embedded in the express service consumption field

服务消费是经济发展的重要驱动力,可提升服务消费体量和质量。本文基于信任要素嵌入快递服务消费细分领域,对影响消费者服务消费复购意向的因素进行分析,具体包括差异性感知、质量性感知、价格性感知三类要素,并构建消费者感知价值对于服务消费复购意向的影响研究模型。研究发现:(1)感知价值及其三类感知要素对消费者服务消费复购意向存在正向影响,影响程度大小依次为差异性感知、质量性感知、价格性感知;(2)通过引入信任要素进行机制分析发现:消费者感知价值通过信任要素影响消费者复购意向;(3)信任本身对消费者服务消费复购行为存在积极影响。鉴于此,服务消费型企业应注重产品定价可信度,提高服务质量和差异化水平,构建信任培养的体系化路径,进而更好地触发消费者服务消费复购行为。

Service consumption is an important driving force for economic development, which can improve the volume and quality of service consumption. Based on the trust factor embedded in the subdivision of express service consumption, this paper analyzes the factors that affect consumers’ service consumption repurchase intention, including three types of factors: difference perception, quality perception, and price perception, and constructs consumer perception value for A research model on the influence of service consumption repurchase intention. The study found that:(1) Perceived value and its three types of perceived factors have a positive impact on consumers’ service consumption repurchase intention, and the degree of influence is in the order of difference perception, quality perception, and price perception;(2) By introducing trust Through the mechanism analysis of factors, it is found that consumers’ perceived value affects consumers’ repurchase intention through trust factors;(3) Trust itself has a positive impact on consumers’ service consumption repurchase behavior. In view of this, this paper proposes that service consumption-oriented enterprises should pay attention to the credibility of product pricing, improve service quality and differentiation level, and build a systematic path for trust cultivation, so as to better trigger consumer service consumption repurchase behavior.