Impact of cross-border e-commerce forest fruit supply chain logistics service quality on consumer loyalty
[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 service users in cross-border e-commerce forest and fruit supply chain,and puts forward suggestions to improve service quality,such as increasing infrastructure investment,equipping advanced technology and equipment,building an efficient logistics network,reducing cross-border freight costs,formulating complaint compensation regulations,and providing timely service support.It plays an important role in expanding high-level opening up,enhancing the linkage effect of domestic and international markets and resources,and promoting the quality and quantity of foreign trade.
forest and fruit supply chainlogistics service qualitystructural equation modelingcross-border e-commerce
NETL
NSTL
万方数据
