网购退货物流服务质量对顾客忠诚的影响研究——基于关系质量的中介作用与电商平台声誉的调节作用  

Research on the Influence of Logistics Service Quality of Online Shopping Returns on Customer Loyalty——Based on the Mediating Effect of Relationship Quality and the Moderating Effect of E-commerce Platform Reputation

作　　者：汪宁宁 杨涛 WANG Ning-ning;YANG Tao(School of Business,Anhui University,Hefei 230000,China)

机构地区：[1]安徽大学商学院,安徽合肥230000

出　　处：《物流工程与管理》2023年第3期70-74,66,共6页Logistics Engineering and Management

基　　金：安徽省哲学社会科学规划青年项目(AHSKQ2020D07)。

摘　　要：聚焦当前网购带来的大量退货现象,探讨网购退货物流服务质量对顾客忠诚的影响。对177份有效样本进行实证分析,结果显示:网购退货物流服务质量显著正向影响顾客忠诚,关系质量在网购退货物流服务质量对顾客忠诚的影响中起部分中介作用,电商平台声誉在关系质量与顾客忠诚的关系中起正向调节作用。基于以上得出的研究结论,为网络零售商提出相关的管理建议。Focusing on the phenomenon of massive returns brought by online shopping,this paper discusses the influence of logistics service quality of online shopping returns on customer loyalty.Through the empirical analysis of 177 effective samples,the results show that:online shopping returns logistics service quality has a significant positive impact on customer loyalty,relationship quality plays a partial mediating role in the impact of online shopping returns logistics service quality on customer loyalty,and e-commerce platform reputation plays a positive moderating role in the relationship between relationship quality and customer loyalty.Based on the conclusion of this paper,some suggestions on the management of online retailers are put forward.

关 键 词：网购退货物流服务质量 顾客忠诚 关系质量 电商平台声誉 

分 类 号：F724.6[经济管理—产业经济]