跨境电商平台客户持续使用意愿影响实证研究  

An Empirical Study on the Factors Influencing Customers'Continuance Intention to Use Cross-Border E-Commerce Platforms

作　　者：裘妮佳 王春晓[1] QIU Nijia;WANG Chunxiao(Zhejiang Wanli University,Ningbo Zhejiang 315100)

机构地区：[1]浙江万里学院,浙江宁波315100

出　　处：《浙江万里学院学报》2024年第6期11-16,共6页Journal of Zhejiang Wanli University

摘　　要：针对跨境电商平台用户黏性不足问题,文章拟在SOR理论框架下,构建以物流服务质量为自变量,平台依恋为中介变量和客户持续使用意愿为因变量的模型,通过平台依恋研究跨境电商平台物流服务质量对顾客持续使用意愿的作用机理。文章采用问卷法进行实证分析,并运用SPSS和AMOS等工具进行了验证。研究结果表明:跨境电商平台物流服务质量对客户持续使用意愿产生影响;平台依恋在跨境电商平台物流服务质量与客户持续使用意愿间起部分中介作用;平台依恋对客户持续使用意愿具有显著正向影响。To address the issue of low user stickiness on cross-border e-commerce platforms,this paper intends to construct a model using the SOR theoretical framework.The model involves logistics service quality as the independent variable,platform attachment as the mediating variable,and customer willingness to continue using the platform as the dependent variable.By examining platform attachment,the study explores how logistics service quality influences customers'willingness to continue using cross-border ecommerce platforms.This paper uses the questionnaire method for empirical analysis and utilizes tools such as SPSS and AMOS tools for verification.The results show that the logistics service quality of cross-border e-commerce platforms has an impact on customers'willingness to continue using them.Additionally,platform attachment partially mediates the relationship between logistics service quality and customers'willingness to continue using the platforms,exerting a significant positive impact on customer retention.

关 键 词：物流服务质量 持续使用意愿 平台依恋 SOR理论 跨境电商平台 

分 类 号：F724.6[经济管理—产业经济]