A Study On The Impact Of Instant Retail Logistics Service Quality On Consumers’ Repurchase Intention

In recent years,with the continuous development of e-commerce and the maturity of new technologies such as mobile payment,Internet,cloud computing and artificial intelligence,online retailing has also seen rapid development,and while this convenient shopping method is favored by consumers,it has also caused a certain impact on offline retailing.In addition,the cross-regional logistics of traditional e-commerce retail does not provide consumers with a better experience in terms of time,and in some special situations,it cannot guarantee the delivery of goods to consumers on time,so a new retail model is urgently needed to revitalize the real economy and improve the shopping experience of consumers.Instant retailing can highly integrate online and offline,which not only keeps online retailing going,but also drives offline retailing through online platform.Moreover,compared with traditional online retailing,the convenient and fast logistics service of instant retailing greatly enhances consumers’ shopping experience,so it is important for enterprises to study instant retailing,and the study of instant retailing logistics service quality is even more important for enterprises to study consumer satisfaction and The study of instant retail logistics service quality plays a guiding role in the study of consumer satisfaction and repeat purchase intention.This paper firstly summarizes the literature on logistics service quality,extracts four dimensions of reliability,time,information,and economy,and adds two dimensions of contextual factors and emergency handling according to the characteristics of just-in-time retailing to form six dimensions of logistics service quality for just-in-time retailing.Secondly,413 questionnaires were collected by questionnaire method,and the collected data were analyzed for reliability,validity and model fit by SPSS 25 and Amos 24 software to ensure that the data were valid and suitable for the next step of the study.Finally,the hypotheses were tested through structural equation path analysis.After the study,it was proved that reliability,timeliness,economy,situational factors,and contingency handling have a significant positive effect on satisfaction;reliability,timeliness,situational factors,and contingency handling have a significant positive effect on repurchase intention;satisfaction has a significant positive effect on repurchase intention;and it was also proved that satisfaction has a full mediation effect in the relationship between timeliness and repurchase intention,while in reliability It also proved that satisfaction has a full mediating effect in the relationship between timeliness and repurchase intention,and a partial mediating effect in the relationship between reliability,situational factors,and contingency handling and repurchase intention.Based on the research findings and the problems of instant retail logistics service quality,we propose improvement suggestions for instant retail logistics service quality to provide theoretical guidance for companies conducting instant retailing and promote better development of instant retailing.