摘要
当退货发生时,网购退货物流服务作为一种补救措施,影响着消费者的重购意愿。从服务补救的视角,重点考察了网购退货物流服务质量三个维度对消费者情绪以及重购意向的关系,构建了网购退货物流服务补救质量基于消费者情绪的中介模型。实证研究发现交互质量和结果质量不仅能直接对重购意愿产生作用,还能通过消费者情绪为中介影响重购意向,而程序质量既不会给消费者带来积极情绪,也不能影响消费者的重购意向。
In the event of return of products purchased online, the return logistics service as a remedy could affect the consumer's willingness to repurchase. From the perspective of service remedy, this paper focused on the relationship between the three dimensions of the quality of the online shopping return logistics service and the sentiment and repurchase intention of the consumers, and constructed an intermediary model of the quality of the online shopping return logistics service as a remedial measure based on consumer sentiment. Through an empirical research, it was found that the quality of interaction and the quality of results could not only directly affect the willingness to repurchase, but also influence the repurchase intention the sentiment of the consumers as an intermediary to the willingness to repurchase;and the quality of procedure would not bring positive sentiment to the consumers, nor could it affect their intention of repurchase.
作者
石成玉
李小琪
Shi Chengyu;Li Xiaoqi(School of Management & Economics,Kunming University of Technology,Kunming 650093,China)
出处
《物流技术》
2019年第9期25-30,共6页
Logistics Technology
基金
云南省人才培养项目(KKSY201408035)
昆明理工大学管理与经济学院热点前沿项目(QY2014003)
关键词
网购退货物流服务质量
服务补救
消费者情绪
重购意向
online shopping return logistics service quality
service remedy
consumer sentiment
repurchase intention
