农村物流“最后一公里”服务质量对青年群体购后行为的影响研究  

How the“Last Mile”Service Quality of Rural Logistics Impacts Young People’s Post-Purchase Behavior

作　　者：吴梦凡 曾传华[1] WU Mengfan;ZENG Chuanhua

机构地区：[1]西华大学,四川成都610000

出　　处：《中国商论》2024年第3期37-41,共5页China Journal of Commerce

摘　　要：农村物流配送体系是消费品下乡的重要渠道,对满足农民生活需要、释放农村消费潜力等具有重要意义。本文以18~35岁的青年人群为研究对象,基于SERVPERF模型、LSQ模型及S-O-R模型,研究农村物流“最后一公里”服务质量对青年群体购后行为的影响机理。实证结果表明:(1)便利性、服务态度及经济性正向影响消费者物流服务质量满意度;(2)物流服务满意度正向影响购后行为;(3)物流服务满意度在便利性和重复购买之间及便利性和口碑评价之间有部分中介作用,物流服务满意度在服务态度和口碑评价之间及服务态度和重复购买之间有部分中介作用。The rural logistics distribution system is an important channel for consumer goods to the countryside,which is of great signifi cance to meet the needs of farmers’life and release the potential of rural consumption.Based on the SERVPERF model,LSQ model and S-O-R model,this article studies the infl uence mechanism of the last mile service quality of rural logistics on the post-purchase behavior of young people aged 18 to 35.The empirical results show that:(1)Convenience,service attitude and economy positively affect consumers’satisfaction with logistics service quality;(2)Logistics service satisfaction positively aff ects post-purchase behavior;(3)Logistics service satisfaction has a partial mediating eff ect between convenience and repeated purchase and between convenience and word-of-mouth evaluation.Logistics service satisfaction has a partial mediating eff ect between service attitude and word-of-mouth evaluation and between service attitude and repeated purchase.

关 键 词：农村物流“最后一公里”服务质量 物流服务 购后行为 青年群体 SERVPERF模型 

分 类 号：F259.27[经济管理—国民经济] F063.2