An Empirical Research On The Influence Of Electronic Commerce's Logistics Service Recovery On Customer's Repurchase Intention

With the development of the Internet,the e-commerce is generating,and online shopping behavior is increasingly accepted by the public,and has become one of the most popular ways of consumption.Online shopping transactions can not be done without the support of logistics services,but now the development of logistics is lagging behind,facing the phenomenon of low flow rate,the high cost and more serious damage,which can not meet the needs of development of the more mature e-commerce.Therefore,the logistics service errors are inevitable,having a restrictive function for the development of e-commerce.This thesis is to explore from the perspectives of the content,speed and the way of the logistics service recovery,by taking appropriate physical recovery,strengthening the psychological recovery,improving the speed of recovery and active proactive recovery to improve customer satisfaction,and then to strengthen customer repurchase intention.This thesis firstly described the purpose and significance of the research,analyzed the related research status at home and abroad and made a brief review,introduced the content and methods of this thesis,and showed the technology roadmap of this thesis.Secondly clarified the relevant theories of this study,defined basic concepts of logistics service recovery,customer satisfaction and repurchase intention,and divided their dimensions on the basis of research results of related scholars,which laid the theoretical basis for this thesis;on the basis of related research,analyzed the theory of the influence of service recovery on repurchase intention,and combining with the purpose of this thesis,put forward hypothesis of logistics service recovery influenced repurchase intention,built a model that the customer satisfaction as an intermediary of the logistics service recovery influencing repurchase intention.Thirdly by role playing interview,initially identified the scale and indicators of the questionnaire,modified the initial questionnaire on the basis of the small sample test,formed the formal questionnaire.Fourthly released a large number of questionnaires for an formal investigation,carried on an empirical research,explored the specific mechanism of the logistics service recovery influencedrepurchase intention through structural equation based on descriptive statistics analysis,reliability and validity analysis,the results showed that the logistics service recovery had a positive impact on repurchase intention,and the different aspects of the logistics service recovery had different influences on repurchase intention,and customer satisfaction played an intermediary role between them.Fifthly proposed the strategies of logistics service recovery to strengthen customer repurchase intention from aspects of appropriate physical recovery,strengthening the psychological recovery,improving the speed of recovery and active proactive recovery,to perfect the logistics service recover and strengthen repurchase intention.Finally summarized the main content of this thesis,pointed out the innovations,and put forward the deficiencies and the direction of future research.This thesis explored the influences of logistics service recovery on repurchase intention from perspective of symbiosis of the logistics enterprise and electric business enterprise,built a model that customer satisfaction as an intermediary of logistics service recovery influencing repurchase intention,made an empirical research that logistics service recovery through the mechanism of action of customer satisfaction influenced repurchase intention,to promote the sound and rapid development of electric business enterprise under the support of the perfect logistics system.