The Influence Of Immediate Delivery Value-added Service Perception On Customers’ Willingness To Continue To Use

In the business environment of digitization,customer centralization and high efficiency,the creation and characteristics of sales services of instant delivery logistics enterprises are being changed by customers’ consumption habits.Therefore,the instant delivery platform has developed suitable instant delivery value-added services to meet these customers,and at the same time meeting the personalized consumption needs of customers,it can improve the continuous use of the instant delivery platform by customers.Most of the concepts,dimensions and measurements of perceived value in the past are in the durable consumer goods industry,home appliance and furniture industry,etc.,but are not applicable to the emerging industry of instant delivery.Therefore,this paper takes the instant delivery value-added service as the breakthrough point,develops a measurement scale of the perceived value of the instant delivery value-added service,and explores the influence path of the instant delivery value-added service perceived value on the customer’s continued use intention.Based on literature research and observation of actual phenomena,this paper develops a measurement scale for the perceived value of instant delivery value-added services,and based on the expectation confirmation theory,constructs a theoretical model of the perceived value of instant delivery value-added services on customers’ continued use willingness.Exploratory and confirmatory factor analysis and structural equation modeling were used to verify the scale and theoretical hypotheses through a questionnaire survey of users who had used Meituan Zhunshibao（Ele.me Zhunshida Plus）.The research results show that: First,the perceived value of instant delivery value-added services is divided into four dimensions: social value,emotional value,cognitive value and functional value.Second,the confirmation of customers’ expectations for instant delivery value-added services has a significant positive impact on customers’ perceived value and perceived ease of use of instant delivery value-added services.Third,the perceived value and perceived ease of use of instant delivery value-added services have a positive and significant impact on the willingness to continue to use value-added services,and the willingness to continue to use value-added services has a significant positive impact on the willingness to continue to use instant delivery platform APPs.Fourth,the perceived value and perceived ease of use of instant delivery value-added services have no significant impact on the willingness to continue using the instant delivery platform APP.That is to say,the willingness to continue to use value-added services plays a complete mediating role in the relationship between the perceived value and perceived responsiveness of instant delivery value-added services,respectively,on the willingness to continue to use the instant delivery platform.The research conclusions drawn in this paper,on the one hand,expand the research in the field of instant delivery service,and on the other hand provide theoretical guidance for the major instant delivery platforms to enhance customer satisfaction,enhance customer loyalty and maintain customer relationships.