| As an important part of national economic development,logistics industry plays an important role in promoting economic growth.The COVID-19(Corona Virus Disease 2019)as the most difficult public health event to prevent and control in recent years,People respond to the national policy of home isolation,however,the demand for essential goods is increasing,and logistics enterprises as the transportation guarantee side assume an important role in emergency management,while logistics services as the key to realize online shopping transactions,and the interests of customers’ online shopping experience,online store operators,logistics delivery side and other subjects are closely related.Therefore,this thesis takes online shopping logistics service as the research object,analyzes the whole process of online shopping logistics service,divides,constructs and optimizes the quality of online shopping flow service by combining qualitative and quantitative methods,in order to help the main body of online shopping logistics service to find the decision improvement point and guide the long-term development of online shopping flow market from theory and practice.The main research contents are as follows:(1)Considering the current process of online shopping service,it is found that the main body of online shopping flow service not only includes consumers who sign for goods or services,but also should include B2 C and C2 C online retailers who deliver goods and services to the internal logistics department of enterprises or third-party logistics enterprises,conceptually distinguishing the quality of online shopping logistics service from logistics service quality and e-commerce logistics service quality.Considering the current special period of epidemic prevention and control,the state has put forward relevant epidemic prevention policies for the online shopping flow market,the implementation of which exposes the problems of online shopping flow and urgently improves the quality of online shopping flow services to become an urgent problem for e-commerce enterprises and platforms.(2)Considering the problems of online shopping logistics services under the epidemic prevention and control state,combining the characteristics of online shopping logistics services and analyzing the logistics service factors that affect customers’ willingness to repeat purchase,the quality of online shopping logistics services is divided into information interaction quality,staff service quality,delivery service quality,error handling quality and personality service quality,considering the mediating role of functional value,emotional value,and the moderating role of perceived risk on customer satisfaction and repetitive purchase intention are affected.The reliability analysis,exploratory factor analysis and AMOS path analysis of the sample data revealed that the most significant effect of online shopping logistics service quality on customers’ willingness to repeat purchase(path coefficient 0.275),followed by customer satisfaction(path coefficient 0.196),the effect of functional value(path coefficient 0.150),and the least effect of emotional value(path coefficient 0.145),in The relationship between service quality of online shopping logistics and customers’ willingness to repeat purchase,the quality of information interaction and personalized service quality do not directly affect customers’ willingness to repeat purchase,but can improve customer satisfaction by affecting functional value and emotional value,and then affect customers’ willingness to repeat purchase;staff service quality,delivery service quality,and error handling quality directly affect functional value,emotional value and customers’ Staff service quality,delivery service quality,and error handling quality directly affect functional value,emotional value,and customer repurchase intention,while perceived risk shows a high significance between delivery service quality and customer repurchase intention.(3)In order to improve customers’ willingness to repurchase and improve the quality of delivery service,the profit function of e-commerce enterprises,e-commerce platforms and third-party logistics service provider(TPL)under three different delivery modes is constructed,and the consumers’ sensitivity to price and delivery service during the epidemic prevention and control period is also considered.The results show that when the sensitivity coefficient of delivery service is high and the commission rate is high,e-commerce enterprises should choose the self-delivery mode,which improves the level of delivery service and thus improves the quality of delivery service,enhances customer satisfaction and stimulates consumer demand,thus increasing the profit of e-commerce enterprises;When the delivery service sensitivity factor is high and the commission rate is low,enterprises should choose to outsource the delivery logistics model to the platform to increase the profits of e-commerce enterprises while ensuring a high standard of delivery service level.When the commission rate is high and the delivery service sensitivity factor is moderate,e-commerce enterprises should choose the self-delivery mode,in which the delivery service level is maintained at a high standard while the profits of e-commerce platforms and logistics service providers are maintained at an increasing level. |
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