Research On The Impact Of Online Purchase Personalized Logistics Service On Customer Repurchase Intention Under B2C Environment

With the development of China's Internet economy,the scale of e-commerce retail sales accounts for about one-fifth of the total retail sales of the society.Online shopping plays an important role in consumers' daily shopping.The virtual cyberspace-based shopping model determines that online shopping has lower conversion costs than offline shopping.Therefore,cultivating good customer relationship quality,increasing customer repurchase intentions,and developing loyal customers are the key points that online retailers are eager to consider.Consumer demand is gradually moving from homogenization to heterogeneity.Online retailing should try to meet the needs of customers.Online shopping flow is an important bridge connecting customers and retailers.It is an important way for online retailers to realize differentiated services.Personalized logistics service is a combination of online retailers providing customers with logistics service elements based on their own needs,such as logistics service time,logistics service providers,etc.,increasing customer participation in logistics service methods,reducing customer perception of logistics service quality.The provision of personalized logistics services by online retailers requires network providers to increase the integration capability of the supply chain and more investment in costs.How does online shopping personalized logistics services affect customers' repurchase intentions and the different individual innovation characteristics of customers? The perception of online shopping personalized logistics services,and how it affects customer satisfaction and trust,is what online retailers need to understand and is the focus of this research.Based on the B2 C online shopping personalized logistics service concept,expectation theory and relationship marketing theory,this paper organizes and summarizes the research on domestic and foreign scholars,and sorts out the personalized online logistics service,customer relationship quality,customer repurchase intention,customer personal The logical relationship between innovation,the theoretical model of the impact of online shopping personalized logistics service on customer repurchase intention,the mediation effect of customer relationship quality(customer satisfaction and customer trust),and individual innovative online shopping The adjustment effect of personalized logistics service on the quality of customer relationship,and put forward corresponding assumptions.Taking online shopping consumers as the survey object,designing questionnaires,collecting survey data,analyzing the samples by reliability analysis,validity analysis,factor analysis and regression analysis,and using SPSS22.0 to analyze the empirical data,the theoretical model Assume that an inspection has been carried out.Through empirical analysis,this study has the following conclusions: online shopping personalized logistics service is affecting customers' willingness to repurchase,customer satisfaction in online shopping personalized logistics service plays a full intermediary role in customer repurchase intention,customer trust in online shopping personalized logistics service pair The customer's willingness to repurchase plays a part in mediating,and the customer's individual innovation positively regulates the impact of online shopping personalized logistics service on customer satisfaction and customer trust.Through the discussion and analysis of the empirical results,the following management suggestions are proposed: online retailers should optimize their online shopping flow services,provide personalized logistics services based on the needs of highly innovative customers,and meet the individual needs of customer service.Increase customer stickiness and cultivate loyal customers.In addition,the paper also points out related issues that need to be improved and explored in future research.