Research On The Influence Of Cross-border E-commerce Logistics Service Quality On Customer Repurchase Intention

With the renewal of information technology and the deepening of economic globalization,cross-border e-commerce industry has become a new engine of China’s foreign trade.Meanwhile,due to the influence of COVID-19,consumers’ behavior of physical shopping is restricted,and they are turned to online shopping.Cross-border e-commerce platform has gradually penetrated into the daily life of consumers.However,as the main supporter of cross-border e-commerce,the overall service quality level of cross-border logistics is poor,which can not fully meet the diversified needs of consumers,which restricts the further development of cross-border e-commerce to a great extent.Therefore,this paper aims to explore the impact mechanism of cross-border e-commerce logistics service quality on customers’ repurchase intention,understand the key factors affecting customers’ repurchase intention,so as to improve customers’ perceived value,satisfaction and trust,so as to achieve the ultimate purpose of enhancing customers’ repurchase intention.Firstly,based on the previous research results and combined with the characteristics of cross-border e-commerce logistics,the service quality of cross-border e-commerce logistics is divided into six dimensions: responsiveness,reliability,security,economy,empathy and convenience.Then,a theoretical model of the impact of cross-border e-commerce logistics service quality on customers’ repurchase intention is constructed,and a questionnaire is prepared and distributed to obtain effective data.Finally,using SPSS25.0 and AMOS24.0software to analyze the data to further verify the relevant assumptions of this study.The results show that cross-border e-commerce logistics service quality and each component dimension have a significant positive impact on customers’ repurchase intention,among which convenience and empathy have a greater impact on customers’ repurchase intention.Customer satisfaction and customer trust play a partial intermediary role between cross-border e-commerce logistics service quality and customer repurchase intention.Although customer perceived value does not directly affect customers’ repurchase intention,it can indirectly affect customers’ repurchase intention through customer satisfaction and customer trust.Based on the above research conclusions,this paper puts forward improvement suggestions from three aspects: improving the logistics service quality of cross-border e-commerce,paying attention to cultivating and maintaining customer relations,and giving full play to the role of perceived value,in order to help cross-border e-commerce enterprises improve the logistics service quality and enhance customers’ repurchase intention.