多渠道整合服务质量对生鲜产品线上重购意愿的影响  

The influence of multi-channel integrated service quality ononline repurchase intention of fresh products

作　　者：孙丽丽[1] 蔡栅梅 吴晶晶[1] 许安心[1] SUN Lili;CAI Shanmei;WU Jingjing;XU Anxin(College of Economics and Management,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002,China)

机构地区：[1]福建农林大学经济管理学院,福建福州350002

出　　处：《福建农林大学学报（哲学社会科学版）》2022年第3期44-52,共9页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

基　　金：福建省软科学项目(2020R0034)。

摘　　要：实施“线上+线下”实体企业的生鲜渠道要想在激烈竞争中脱颖而出,需要做好线上线下渠道之间的整合以避免利益侵蚀,提高服务质量从而保持顾客黏性,以实现持续复购。从企业和消费者角度,揭示多渠道整合服务质量对于消费者生鲜产品线上重购意愿的作用机制,以及顾客惰性在其中发挥的作用。结果发现:(1)当体现多渠道整合服务质量的5个维度越高时,生鲜零售企业的多渠道整合服务质量越高,融合策略效果越好,并且影响大小排序为:过程一致性>质量安全性>服务构造透明度>业务关联性>信息一致性。(2)多渠道整合服务质量对消费者生鲜产品线上重购意愿具有显著的正向影响。(3)多渠道整合服务质量对顾客惰性具有显著的正向影响。(4)顾客惰性对消费者生鲜产品线上重购意愿具有显著的正向影响。(5)顾客惰性在多渠道整合服务质量与重购意愿间起部分中介作用。To stand out in the fierce competition,the enterprises that implement"online+offline"fresh food channel need to do a good job in the integration between online and offline channels to avoid profit erosion,improve service quality and maintain customer stickiness,so as to achieve sustainable repurchase.From the perspectives of enterprises and consumers,this paper reveals the mechanism of multi-channel integrated service quality on consumers′online repurchase intention of fresh products,and the mediating role of customer inertia.The results show that when the five dimensions of multi-channel integration service quality are higher,the quality of multi-channel integration services of fresh food retailers will be higher and the integration strategy is more effective.The order of impact is process consistency>quality security>service construct transparency>business relevance>information consistency.Multi-channel integration service quality has a significant positive impact on consumers′online repurchase intention of fresh products.Customer inertia has a significant positive impact on consumers′online repurchase intention of fresh products.Custome r inertia plays a partially mediating role between multi-channel integrated service quality and repurchase intention.

关 键 词：生鲜产品 多渠道整合服务质量 顾客惰性 重购意愿 

分 类 号：F724[经济管理—产业经济]