| With the rapid development of B2C e-commerce market, the model of online shopping has been accepted by an immense number of people. Online shopping, as a virtual shopping mode, relies on logistics services to complete its transactions, and the quality of logistics services directly affects the benefit of online stores. Therefore, understanding the impact of customer perception of logistics service quality on repurchase intention can help enhance the competitiveness and business performance of the online shop.On the basis of researches of domestic and foreign scholars and the features of B2C ecommerce this paper firstly sums up the six dimensions of customer perception of logistics service quality, which include reliability, timeliness, economy, flexibility, empathy and information; Secondly, in this paper a structural equation model of relevance between logistics service quality and repurchase intention through an intermediary role on customer satisfaction and trust is built, and five hypotheses are made as well; Then, by designing questionnaires information is collected, in methods of descriptive statistical analysis, factor analysis, structural equation modeling analysis with SPSS19.0and AMOS17.0, the reliability and validity of data are measured, meanwhile, the model and assumptions are tested and modified.The results of empirical research shows that the six dimensions of logistics service quality perception (reliability, flexibility, timeliness, empathy, information, economy) make a positive effect on repurchase intention through the two intermediary variables of customer satisfaction and customer trust. Furthermore, both customer satisfaction and customer trust have a significant impact on repurchase intention, customer satisfaction has indirectly effects on customer trust.At last, several practical suggestions about how B-2C e-commerce to enhance customer repurchase intention are proposed in this paper. |
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