Study On The Impact Of B2C E-commerce Logistics Service Quality On Post-purchase Behavior

At present,The B2 C e-commerce market of our country is developing rapidly,shopping online has become a public kind of daily shopping mode.With the increasing scale of B2 C e-commerce,the online shopping market is shifting into a buyer's market,the core of the B2 C e-commerce enterprise will certainly shift to consumers.Logistics is a key component of online shopping,such as a bridge between e-commerce enterprises and the consumers.In this case,Studying of the logistics service quality impact on customer post-purchase behavior,will help the e-commerce enterprises manage customers more efficient,maintain customers' loyalty,reduce the cost of marketing,and improve enterprises' competitiveness.After combing literature,based on the analysis of logistics service quality components and post-purchase behavior,this study take customer satisfaction as the intermediary,establishing the relationship model between B2 C e-commerce logistics service quality and the post-purchase behavior,and then putting forward assumptions according to the model.Collecting data through questionnaires,using SPSS18.0 of scale reliability and validity of data,the inspection and test assumptions are verified.Through the empirical analysis,this study draws the following conclusion:six dimensions of B2 C e-commerce logistics service quality will effect customers' repeating purchase intention,premium payments,reputation evaluation positively and remarkably through customer satisfaction.Finally,in order to enhance the competitiveness of the e-commerce enterprises,this paper putting forward some referent and significant marketing suggestions to the B2 C e-commerce enterprises,on the basis of this article research results,...