即时零售服务质量对消费者重购意愿的影响  

Research on the Impact of Instant Retail Service Quality on Consumer Repurchase Intention

作　　者：易加斌 刘战东 YI Jiabin;LIU Zhandong(Harbin University of Commerce,Business of School,Harbin 150028,China)

机构地区：[1]哈尔滨商业大学商务学院,哈尔滨150028

出　　处：《哈尔滨商业大学学报(社会科学版)》2025年第1期54-64,共11页Journal of Harbin University of Commerce:Social Science Edition

基　　金：黑龙江省高校基本科研业务经费项目——2023年度哈尔滨商业大学青年科研创新人才培育专项计划“黑龙江省农业数字化转型绩效评价及提升路径研究”(2023-KYYWF-1020)。

摘　　要：随着数字技术和移动网购的普及和推广,更多的消费者通过即时零售随时购买商品享受生活,即时零售快速发展的同时,服务质量却参差不齐。如何提升即时零售相关主体服务质量,同时促进消费者重购成为即时零售企业面临的重要课题。本研究以SOR理论、感知价值理论等为理论基础,对即时零售企业的服务质量、感知价值和重购意愿的关系展开研究,并考察感知价值的中介作用。通过对519份来自即时零售重购消费者的实证分析,研究发现:即时零售商家、配送、平台的服务质量显著影响消费者感知价值;即时零售商家、配送、平台的服务质量均能够促进消费者的重购意愿;感知价值对消费者重购意愿起到部分中介作用。With the popularization and promotion of digital technology and mobile online shopping,more and more consumers are enjoying life by purchasing goods at any time through instant retail.Along with the rapid development of instant retail,service quality is uneven.How to promote the improvement of service quality for real-time retail related entities while enabling consumers to repurchase through real-time retail has become an important issue facing real-time retail enterprises.This study is based on SOR theory,perceived value theory,and other theories to investigate the relationship between perceived value,service quality,and repurchase intention in real-time retail enterprises,and to examine the mediating role of perceived value.The analysis of 519 empirical results from real-time retail repurchase consumers shows that the service quality of real-time retail merchants,delivery,and platforms has a significant positive impact on perceived value;The service quality of instant retail merchants,delivery,and platforms has a significant positive impact on consumer repurchase intention;Perceived value has a partial mediating effect on consumer repurchase intention.

关 键 词：即时零售 服务质量 感知价值 重购意愿 

分 类 号：F713.55[经济管理—市场营销] F224[经济管理—产业经济]