网购物流服务质量对顾客重复购买意愿影响研究

Research on the Impact of Online Shopping Logistics Service Qualityon Customers′ Repurchase Intentions

以网购环境下物流服务质量为研究对象,引入感知价值理论与顾客满意度理论,探究网购物流服务质量对顾客重复购买意愿的影响,并考虑感知价值的中介效用。对收集的535份网络调查消费者样本数据运用结构方程对研究假设进行检验后发现,员工服务质量、配送服务质量直接影响顾客的重复购买意愿;物流服务质量可通过功能性价值间接影响顾客满意度与顾客重复购买意愿;配送服务质量与误差处理质量可通过情感性价值间接影响顾客满意度与顾客重复购买意愿;功能性感知价值与情感性感知价值都显著影响顾客满意度与顾客重复购买意愿;感知价值在网购物流服务质量与顾客满意度和顾客重复购买意愿之间起到部分中介作用。基于上述结论,可在物流服务质量、感知价值两个方面完善电商企业物流服务系统。

This paper takes the logistics service quality under the environment of online shopping as the research object,introduces the theory of perceived value and customer satisfaction theory,explores the impact of online logistics service quality on customers′repurchase intentions,and considers the intermediary effect of perceived value.535 samples of consumer data were collected through an online questionnaire,and the structural equation was used to test the research hypothesis.The results show that the quality of service of employees and delivery service directly affect the customers′willingness to repurchase.Logistics service quality can indirectly affect customer satisfaction and repurchase intentions through functional value.Delivery service quality and error handling quality can indirectly affect customer satisfaction and repurchase intentions through affective value.Both functional perceived value and affective perceived value significantly affect customer satisfaction and customer repurchase intentions.the partial mediating role of perceived value between online shopping logistics service quality,customer satisfaction and customer repurchase intentions were verified.Based on the above conclusions,it provides a reference for improving the logistics service system of e-commerce enterprises in terms of logistics service quality and perceived value.