社区团购模式下物流服务质量对顾客忠诚度的影响机制研究

Research on the Influence Mechanism of Logistics Service Quality on Customer Loyalty under Community Group Buying Mode

针对社区团购中顾客忠诚度的影响因素,基于物流服务质量理论和S-O-R理论,构建包含物流服务质量、平台信任、关系信任、社群氛围和顾客忠诚度的结构方程模型。通过问卷调查收集社区团购顾客数据,使用SmartPLS软件检验假设,探究物流服务质量、平台信任、关系信任与社群氛围对顾客忠诚度的影响。研究结果表明,物流服务质量正向影响平台信任与关系信任;平台信任和关系信任正向影响顾客忠诚度;社群氛围在平台信任、关系信任与顾客忠诚度之间发挥负向调节作用。建议平台优化物流服务质量,对团长进行筛选及培训,提高顾客信任感知,以提高顾客忠诚度。

Regarding the issue of factors influencing customer loyalty in community group buying,a structural equation modelwas constructed based on the theories of logistics service quality and S-O-R theory,including logistics service quality,platform trust,relationship trust,community atmosphere and customer loyalty.Data from community group buying customers were collected through a questionnaire survey,and the hypotheses were tested using the SmartPLS software to explore the impact of logistics service quality,platform trust,relationship trust,and community atmosphere on customer loyalty.The research findings indicate that logistics service quality has a positive impact on platform trust and relationship trust.Additionally,both platform trust and relationship trust positively influence customer loyalty.Furthermore,the community atmosphere plays a negative moderating role in the relationship between platform trust,relationship trust,and customer loyalty.It is suggested that the platform optimize the quality of logistics services,screen and train the head of the group,and improve the perception of customer trust to increase customer loyalty.