物流服务质量对顾客重复购买意愿影响研究——以跨境进口电商平台为例

Research on the Impact of Logistics Service Quality on Customers'Repurchase Intention—Taking Cross-border Import E-commerce Platforms as an Example

随着跨境进口电商平台越来越受到众多年轻消费者的青睐,消费者对于跨境购物体验的要求也在不断提高,从保证商品完好性的基本要求,转变到快速、便捷地获得商品,涉及了流服务质量的安全性、灵活性、时效性和移情性等。以跨境进口电商平台为研究视角,构建了物流服务质量与顾客重复购买意愿关系的研究模型和假设。利用SPSS26.0软件进行Pearson相关分析法和多元回归分析法对研究假设进行验证,结果显示:物流服务质量四个维度显著正向影响顾客重复购买意愿;安全性、灵活性和时效性显著正向影响顾客满意度;顾客满意度发挥了部分中介的效应。

With the cross-border import e-commerce platforms increasingly favored by many young consumers,consumers'requirements for cross-border shopping experience are also increasing,from the basic requirements of ensuring the integrity of goods to quickly and conveniently obtaining goods,which involves the safety,flexibility,timeliness and empathy of logistics service quality.Taking cross-border import e-commerce platforms as the research perspective,this paper constructs the research model and hypothesis of the relationship between logistics service quality and customer repeat purchase intention.SPSS26.0 software is used to verify the research hypothesis by Pearson correlation analysis and multiple regression analysis.The results show that:the four dimensions of logistics service quality significantly and positively affect customer repeat purchase intention;safety,flexibility and timeliness significantly and positively affect customer satisfaction;customer satisfaction plays a partial intermediary effect.