The Research Of Logistics Distribution Service Quality Influence On Customer Repurchase Intention In Household Appliances Online Shopping

In recent years,the development of the Internet has brought great changes to popular production,living,learning and entertainment.The continuous growth of the number of netizens and the convenience of surfing the internet by 4G mobile phones have led to the booming development of B2C and other e-commerce in China.Traditional providers and dealers lay out a large number of Internet channels,and the online transaction volume of household appliances increased year by year.But for the e-commerce enterprises of home appliance,logistics distribution service quality has become a bottleneck that restricts their development.Many scholars believe that logistics distribution service quality will directly or indirectly affect the repurchase intention of customers.What’s the influence between the two and how to overcome this problem,it is a focus of academia and business ciecle.The main purposes of this thesis are:First,studying logistics distribution service quality when the customers buy the household appliances online;Second,studying the repurchase intention of the customers who bought the household appliances online;Thirdly,studying the impact of logistics distribution service quality on the repurchase intention.This thesis reviewed the current situation of domestic household appliances online shopping market and the problems existing in the logistics distribution service.This thesis conducted an empirical study on the the impact of logistics distribution service quality on the repurchase intention of the customers who bought the household appliances online.This study takes logistics distribution service quality as independent variable,including six factors including reliability,timeliness,convenience,informativeness,empathy and economy.At the same time,taking customer satisfaction as the intermediate variable,their influences on the repurchase intention are studied,and the relevant conceptual model is constructed.By the pre-questionnaire and formal questionnaire,The research data was obtained and the relevant research conclusions were drawn.For the household appliances,the current problems of logistics distribution service quality were pointed out,the improvements for B2C e-commerce enterprises were proposed.The empirical results show that the three factors of logistics distribution service quality have significant positive effects on the repurchase intention of customers,which are empathy,timeliness and convenience respectively.The five factors have significant positive effects on customer satisfaction,which are empathy,informativeness,timeliness,economy and convenience respectively.This thesis puts forward the following suggestions on how to improve logistics distribution service quality.First,it is important to improve the management of empathic service and focus on meeting customers’ actual demands.Second,they should increase the service efficiency in colleges and remote areas.They should reduce errors,return and exchange processing cycle.Thirdly,providing more convenient shopping way to give customers more choice.Fourthly,It is need to strengthen the informatization construction of logistics distribution service and pay attention to keep confidential the customer private information.There relatively studies on the purchase intention by domestic and foreign scholars are few,and most of the theoretical studies by foreign scholars are only applicable to the specific situations in their countries.This thesis focuses on the repurchase intention of the customers who bought the household appliances online,which can enrich the theoretical knowledge in this field.In addition,B2C e-commerce enterprises can improve logistics distribution service quality to improve customers’ repurchase intention,increase customers’ repurchase opportunity,and seize greater market share.