B2C模式下退货物流服务质量对顾客重购意愿的影响研究

Research on the Impact of Return Logistics Service Quality on Consumers'Repurchase Intention Under B2C Model

文章对B2C模式下电商退货物流服务质量与顾客重购意愿之间的相关联系进行了实证研究,以进一步探究退货物流领域。结果表明:B2C模式下的退货物流服务质量显著正向影响顾客重购意愿;顾客满意度部分中介作用于退货物流服务质量对重购意愿的影响;退货物流服务质量对顾客满意度的影响受到责任归因的负向调节作用。最后为B2C网络零售商关于退货领域提出了管理建议,以帮助其更好地理解和应对退货问题,更好地规范退货服务,提升服务质量,增强竞争优势。

This paper empirically investigates the relationship between the quality of return logistics services in B2C e-commerce model and customers'repurchase intention,aiming to further explore the field of return logistics.The results indicate that the quality of return logistics services in B2C model significantly positively influences customers'repurchase intention.Customer satis-faction is partly mediated by the impact of return logistics service quality on repurchase intention.Additionally,the impact of return logistics service quality on customer satisfaction is negatively moderated by attribution responsibility.Finally,management recommendations are provided for B2C online retailers in the realm of returns,aiming to assist them in better understanding and addressing return issues,enhancing the standardization of return services,improving service quality,and strengthening their competitive advantage.