Research On The Influence Of Customer-to-Customer Interaction On Service Purchase Intention In E-Commerce Logistics Service

With the development of e-commerce, as a new service industry, e-commerce logistics service industry has become the focus of development to enhance the overall level of China’s e-commerce. E-commerce logistics service provider’s network system does not only improve the convenience and efficiency of the service but also reduces the interaction between the customer and employees. Therefore, customer-to-customer interaction has become an important factor to improve customer service success rate and service purchase intention, so study on the effect of customer-to-customer interaction on customer purchase intentions in this virtual environment has significant research value. This study discusses the relationship between customer-to-customer interaction and service purchase intention, combining the research with the characteristics of e-commerce logistics services, focusing on the logistics network services and all the contents are around the customer-to-customer interaction in service processes.First, by making use of the critical incident technique with reference of the existing literature and the results of the qualitative interviews, the customer-to-customer interaction in the e-commerce logistics network service is divided into four dimensions:Customer suggestions and help, friendly attitude, convey a negative message and inappropriate attitude. Using the e-commerce logistics and customer service as the sample data, this study develops customer-to-customer interaction measurement scale including the above four dimensions. The test results show that the scale has good reliability and validity.Second, a theoretical model of customer-to-customer interaction’s influence on customer service purchase intention in the e-commerce logistics network service environment is built, and the related empirical test of the model is conducted. The analysis results show that the advice and help and friendly attitude of other customers have a significant positive impact on purchasing intention and perceived value while have a significant negative impact on the perceived risk. Negative information passed between the customer and the inappropriate attitudes have a significant negative impact on purchasing intention and perceived value. Negative information has a significant positive effect on perceived risk while friendly attitude and perception of risk is not related.Finally, the customers of e-commerce logistics network service are divided into two categories according to the types of last service experiences:customers whose last service experiences are successful and failed. And the empirically study tests the regulatory role of the last customer service experience the on the relationship between the customer-to-customer interaction and the customer service purchase intention. To test the theoretical model proposed by different types of the last customer service experiences in the sample, the study draws customer interaction-driven model of purchase intention has applicability under different types of last service experience. Comparing with the customers sample with the last failed experience, customers’ help and advice, and the friendly attitudes’ have more significant effects on the perceived risk, perceived value and purchase intention in the customers sample with previous successful service experience.On the other hand, relative to the customers sample with previous successful experience, the effects of the negative information on the perceived risk, perceived value and purchase intention, and the effects of the friendly attitude on the perceived value and purchase intention are all more significant in the customers sample with the last failed service experience.