Research On The Influence Of On-line Shopping Logistics Service Convenience On Customer Repurchase Intention In The B2C Environment

In recent years, the development of the Internet has promoted the social production and living and the change of the information spreading greatly. While traditional providers and dealers layout the Internet channel largely, B2 C has become the most development potential business model in the e-commerce, it also bring great chance and challenge to the B2 C logistics service. The study and apply of the B2 C logistics service convenience and its influence mechanism can make enterprises realize the significance that logistics service plays positive role to the enterprise competitiveness and the improvement of performance, supervising and urging the enterprises improve service quality and satisfy the personal need of consumers. In terms of the overall situation, our country has experienced the transform from manufacturing power to service power, and need to promote the effect of service industry to the economy. Therefore, the study of service convenience benefits the development of the service industry, and improves the competitiveness of the whole industry.Firstly, in this paper, we present the service convenience theory, including the concept study of the service convenience, relevant antecedent and impact. On the basis of summarizing the predecessors’ research results, with combining the characteristic of the B2 C e-commerce logistic service, we divide the B2 C e-commerce logistic service convenience into four dimensions: image convenience, reliable convenience, response convenience and interaction convenience, and then explain the important significance of the logistic service convenience to the enterprises performance improvement and the key factors of the convenience implement.Secondly, in this paper, on the basis of the literature review of the consumer emotions and the repurchase intention, we build a mechanism concept model of service convenience, consumer emotions, repurchase intention, and put forward the theoretical assumptions that all the service convenience dimensions impact on the consumer repurchase intention. We collect data by the questionnaire survey and prove the assumption through the SEMs. The result of the empirical study indicate that the four dimension of the service convenience all have the remarkable impact on the consumer repurchase intention, and the consumer emotions mediate the service convenience and the consumer repurchase intention. Moreover, the perceived service guarantee strength positively moderates the reliable convenience, response convenience and interaction convenience of the service convenience. Therefore, enterprises can increase the consumer repurchase intention by enhancing their logistics service convenience and service guarantee strength, and then achieve the improvement of the performance.At last, on the basis of the conclusions, we propose three ways for the enterprises which can improve logistics service quality. Firstly, enterprises need to strengthen the management of the logistics service quality, improve service levels and increase customer retention. Secondly, enterprises should pay attention to the consumer’s emotion experience in the shopping. Thirdly, enterprises should give full play to the role of service guarantees, decrease consumer’s perceived risk.