社交电商服务质量对顾客重购意愿的影响研究

Research on the Impact of Social E-commerce Service Quality on Customers'Repurchase Intentions

基于社会交换理论,从社交电商和顾客的关系入手,构建了以顾客契合为中介的社交电商服务质量对顾客重复购买意愿影响概念模型。实证研究结果表明:社交电商服务质量对顾客契合及重购意愿具有显著的正向影响,顾客契合对重购意愿具有显著的正向影响;顾客契合在社交电商服务质量与重购意愿之间起部分中介作用,社交电商平台类型在社交电商服务质量与重复购买意愿关系中起调节作用。研究结论丰富了服务质量在社交电商领域的应用研究,对社交电商企业如何有效提升服务质量从而增强顾客重复购买意愿具有重要启示。

Based on the theory of social exchange,this paper constructs a conceptual model of the impact of social e-commerce service quality on customers'repeat purchase intentions mediated by customer engagement from the relationship between social e-commerce and customers.Empirical research results indicate that social e-commerce service quality significantly and positively affects customer engagement and repurchase intentions.Customer engagement also exhibits a significant positive impact on repurchase intentions.Customer engagement partially mediates the relationship between social e-commerce service quality and repurchase intentions,while the type of social e-commerce platform plays a moderating role in the relationship between service quality and repeat purchase intentions.The study's findings contribute to the application of service quality in the field of social e-commerce,offering valuable insights for social e-commerce businesses on how to effectively enhance service quality and consequently strengthen customer repurchase intentions.