即时配送业务重购意愿影响因素的实证研究  

An Empirical Study on Influencing Factors of Repurchase Intention in Instant Delivery Service

作　　者：强友伯 邱济沧 王勇 QIANG You-bo;QIU Ji-cang;WANG Yong(School of Business,Xi'an University of Finance and Economics,Xi'an 710100,China)

机构地区：[1]西安财经大学商学院,陕西西安710100

出　　处：《物流工程与管理》2023年第6期87-89,共3页Logistics Engineering and Management

基　　金：国家级大学生创新创业训练计划项目:《飞兔侠——社区全能服务系统》(项目编号:S202011560019X);国家社会科学基金项目:《制造商视角下全渠道营销策略的影响因素与选择研究》(项目编号:20BGL120);陕西省社科基金:《移动互联网时代陕西零售企业的全渠道营销策略研究》(项目编号:2019S009)。

摘　　要：文中应用多元回归模型和市场调查收集到的数据,分析了消费者即时配送业务重购意愿的影响因素。结果发现:第一,感知有用性、感知易用性、主观规范、产品紧急性对消费者重购意愿有显著的正向影响,感知风险对消费者重购意愿有显著的负向影响。第二,消费者的月收入(月支出)、消费经历的满意度对重购意愿有显著的正向影响。第三,女性消费者的感知有用性显著低于男性消费者,女性消费者的主观规范和感知风险显著高于男性消费者;学生用户的感知易用性显著高于社区居民用户,学生用户感知风险显著低于社区居民用户。This paper applies multiple regression models and data collected from market surveys to analyze the factors influencing consumers'repurchase intention in instant delivery services.The results show that:firstly,perceived usefulness,perceived ease of use,subjective norm,and product urgency have significant positive effects on consumers'repurchase intention,while perceived risk has a significant negative effect on it.Secondly,consumers'monthly income(expenditure)and satisfaction with their consumption experience have significant positive effects on their repurchase intention.Thirdly,female consumers'perceived usefulness is significantly lower than that of male consumers,while their subjective norm and perceived risk are significantly higher than those of male consumers.College student users'perceived ease of use is significantly higher than that of community residents,while their perceived risk is significantly lower than that of community residents.

关 键 词：即时配送 跑腿业务 重购意愿 

分 类 号：F252[经济管理—国民经济]