摘要
【目的】为了改善跨境电商林果供应链物流服务,明晰跨境电商林果供应链物流服务质量对消费者重购意愿的作用机制。【方法】本研究基于物流服务质量模型和跨境电商林果供应链理论,构建了基于物流服务质量、满意度、忠诚度的结构方程模型,从消费者视角出发,问卷调查地点选择了长沙,进行问卷随机拦截发放,经过剔除无效问卷、清洗筛选问卷数据,最终得到有效数据285条。本研究选用SEM(结构方程模型)方法来测定跨境电商林果供应链物流服务质量对消费者忠诚度的影响,首先通过探索性因子分析、验证性因子分析等方法对样本数据进行了信效度检验,在此基础上,进行模型的直接效应和中介效应检验。【结果】在跨境电商林果供应链物流服务中,物流服务质量由5个维度、21个指标构成,5个维度分别是:可靠性、响应性、保证性、共情性、有形性。物流服务质量对满意度有正向影响,服务质量和满意度对忠诚度有正向影响,满意度在物流服务质量和忠诚度之间起中介作用。在跨境林果产品的物流服务中,因林果产品为易损耗产品,其对于物流服务质量的依赖性会更高,物流服务质量的好坏严重影响着用户的直接购买体验。【结论】本研究有利于了解跨境电商林果供应链物流服务使用者的行为选择,提出了要加大基础设施投入,配备先进技术设备;构建高效物流网络,降低跨境货运成本;制定投诉赔偿条例,提供及时服务支持等建议来提高服务质量。对扩大高水平对外开放、增强国内国际两个市场两种资源联动效应、推动外贸质升量稳等具有重要作用。
【Objective】In order to improve the logistics service of cross-border e-commerce forest fruit supply chain,and clarify the mechanism of the logistics service quality of cross-border e-commerce forest fruit supply chain on consumers’willingness to repurchase.【Method】Based on the logistics service quality model and the cross-border e-commerce forest and fruit supply chain theory,this study constructed a structural equation model based on logistics service quality,satisfaction and loyalty,and from the perspective of consumers,the questionnaire survey site was selected in Changsha,and the questionnaire was randomly intercepted and distributed,and 285 valid data were finally obtained after eliminating invalid questionnaires and cleaning and screening questionnaire data.In this study,the SEM(Structural Equation Model)method was used to determine the impact of cross-border e-commerce forest and fruit supply chain logistics service quality on consumer loyalty,and the reliability and validity of the sample data were first tested by exploratory factor analysis and confirmatory factor analysis,and then the direct effect and intermediary effect of the model were tested.【Result】In the logistics service of cross-border e-commerce forest fruit supply,the logistics service quality was composed of 5 dimensions and 21 indicators, and the five dimensions were reliability, responsiveness, guarantee, empathy and tangibility. The quality of logistics service had a positive impact on satisfaction, service quality and satisfaction had a positive impact on loyalty, and satisfaction played a mediating role between logistics service quality and loyalty. In the logistics service of cross-border forest fruit products, because forest fruit products were consumable products, their dependence on the quality of logistics services would be higher, and the quality of logistics services would seriously affect the direct purchase experience of users.【Conclusion】This study is helpful to understand the behavior choices of logistics se
作者
程莹莹
庞燕
CHENG Yingying;PANG Yan(School of Logistics,Central South University of Forestry&Technology,Changsha 410004,Hunan,China;School of Business,Huaihua University,Huaihua 418000,Hunan,China)
出处
《中南林业科技大学学报》
CAS
CSCD
北大核心
2024年第11期182-194,共13页
Journal of Central South University of Forestry & Technology
基金
国家社会科学基金项目(22BGL114)
湖南省重点研发计划项目(2022GK2025)
智慧物流技术湖南省重点实验室(2019TP1015)。
关键词
林果供应链
物流服务质量
结构方程模型
跨境电商
forest and fruit supply chain
logistics service quality
structural equation modeling
cross-border e-commerce
