社区团购团长服务质量对消费者再购买行为的影响研究——有调节的中介模型

A Study on the Impact of Community Group Purchasing Leader’s Service Quality on Consumers’Repurchase Behavior:A Moderated Mediation Model

通过对消费者进行303份问卷调查,利用SPSS 24.0和AMOS 24.0探究团长服务质量对消费者再购买行为的影响及顾客感知价值的中介作用。研究发现,团长服务质量对消费者再购买行为具有正向影响。团长服务质量及消费者再购买行为的部分中介作用,可通过顾客感知价值进行传导;平台质量调节团长服务质量对消费者再购买行为的直接影响,并在“团长服务质量-顾客感知价值-再购买行为”影响路径的前半段具有正向调节作用。

By conducting a 303 questionnaire survey on consumers,SPSS 24.0 and AMOS 24.0 were used to explore the impact of community group purchasing leaders’service quality on consumers’repurchase behavior and the mediating role of customer perceived value.The study found that community group purchasing leaders’service quality has a positive impact on consumers’repurchase behavior.The partial mediating role of the leaders’service quality and consumer repurchase behavior can be transmitted through customer perceived value;platform quality moderates the direct impact of community purchasing leaders’service quality on consumer repurchase behavior,and has a positive moderating effect in the first half of the“community purchasing leaders’service quality-customer perceived value-repurchase behavior”impact path.