Research On Logistics Service Quality Of Pharmaceutical E-commerce And Customer Purchase Intention Under Service Encounter Theory

With the booming digital market,the pharmaceutical e-commerce market is gradually gaining attention from a wide range of groups,and its features such as ease of use,product integration,and comprehensiveness are the key factors that attract many customers to use it generally.As an important area for the sustainable development of pharmaceutical e-commerce,it is worth looking at how to further improve the service quality of pharmaceutical logistics based on the original business system.A review of existing research reveals that most of the literature focuses on pharmaceutical logistics distribution,medical franchise cold chain,medical supply chain,and corporate logistics performance,but lacks an assessment of the perceptions and dimensions of the encounter between ordinary consumer customers and pharmaceutical e-commerce logistics services.In addition,there is a lack of theoretical applications and empirical research on the impact mechanisms of customer perceptions of pharmaceutical e-commerce logistics services.To better understand the drivers and inhibitors of service encounter between customers in the context of pharmaceutical e-commerce logistics,this paper investigates the feedback mechanisms between pharmaceutical e-commerce platforms and customer perceptions and motivations,to explore the impact of the logistics service encounter chain on customers’ purchase intention.The paper seeks to answer the following three questions:(1)Are there different feedback mechanisms for the service encounter dimensions of pharmaceutical e-commerce logistics on customer perception?(2)How do the two organismic perceptions function to service encounter stimuli and behavioral motivation?(3)Is e-health literacy an important factor influencing the relationship between service encounter dimensions and customer perceptions in pharmaceutical logistics?Based on the service encounter theory and logistics service quality model,this paper proposes four logistics service encounter dimensions,namely health information encounter,interpersonal medical encounter,logistics function encounter,and service result encounter.Secondly,using the integration of the S-O-R framework to construct a structural equation model to clarify the relationship between logistics service encounter dimensions,customers’ perception,and purchase intention.In addition,a moderating variable,e-health literacy is introduced to reveal the strength of its role in the relationship between service encounter stimuli and customer perceptions,and an empirical study is applied to test all the hypotheses put forward in the study.The results of the empirical study show that four logistics service encounters have a significant positive impact on users’ perceived value,and perceived value mediates between logistics service encounters and purchase intention.Except for the logistics function encounter,the other three logistics service encounters have a negative impact on perceived risk,and perceived risk mediates between the three logistics service encounters and purchase intention.At the same time,there is a negative effect between perceived value and perceived risk,with perceived value and perceived risk each having an effect on purchase intention.In addition,e-health literacy plays an enhancing role in the negative effect between health information encounter,interpersonal medical encounter,and perceived risk.This paper applies the service encounter theory and logistics service quality jointly to the strongly developing pharmaceutical e-commerce logistics field,which not only extends the boundary of the theory research,but also expands the theoretical and practical application of the current stage of empirical research on the service quality of pharmaceutical e-commerce logistics,and contributes to the rational allocation of resources in the logistics department of pharmaceutical e-commerce and the optimization of the distribution links,and provides a new approach for pharmaceutical e-commerce to optimize logistics service management solutions and effectively improve customer satisfaction.It provides a new perspective for pharmaceutical e-commerce on optimizing logistics service management solutions and effectively improving customer purchase intention.