Study On The Effect Of E-commerce Terminal Logistics Service Quality On Rural Residents' Online Purchasing Behavior

Under the background of growing popularity of the Internet,Internet users in the rural areas are continuously increasing,rural online shopping is becoming the important choice of rural residents to purchase goods.Terminal logistics is an important factor to affect rural residents on shopping online,the quality of shopping online in rural needs good terminal logistics distribution and support,with the development of rural electricity,rural residents gradually put forward higher requirements to the service quality.Terminal logistics service quality is the key to the development of the rural logistics,therefore,according to the terminal logistics service quality satisfaction of buying behavior of rural residents currently,study its impact on rural consumer online shopping behavior analysis has very important practical significance,of these puts forward new requirements to develop modern logistics industry in our country.In satisfaction for mediation,this study explores the influence of rural residents' online purchase behavior by the dimensions of terminal logistics service quality and provides the corresponding improvement and development countermeasures on terminal logistics in rural,therefore,this study has certain theoretical significance and practical significance.At first,this article looks up literature review of relevant research results of the logistics mode,logistics service quality and consumer buying behavior,and based on this,advances the research idea of this article.Take SEVEQUAL,LSQ model and SOR theory as the theoretical basis,to build research model in this paper and put forward hypotheses.This study takes the terminal logistics service quality in rural as the independent variable,with satisfaction as intermediary variables,and focuses on terminal logistics service quality,satisfaction and buying behavior of consumers in the relationship.Finally,a total of 378 valid samples taken back,use SPSS22.0 and Amos22.0 software for data processing and analysis,to verify the hypothesis in this paper.Study results show that:(1)service convenience,service attitude and cost economy has significant influence on satisfaction and timeliness of service satisfaction is not significant,the influence of service reliability is negative impact,the result and the actual deviation is too big,so there is no practical significance;(2)satisfaction has a positive impact on rural residents' purchasing behaviors;(3)Under the electricity business environment,customer satisfaction between logistics service quality and purchase behavior in five dimensions,most of the intermediary role is significant.Only satisfaction between timeliness and purchase amount,between economy effect and purchase amount is not significant.Based on the above conclusions,this thesis provides some suggestions on how to promote the development of rural terminal logistics.