쿠팡 플랫폼의 물류 서비스 품질이 만족과 신뢰, 재구매의도에 미치는 영향에 관한 연구

Abstract

In modern society, with the increasing number of online shopping platforms and their development, various platforms have also launched logistics services such as same-day delivery and morning delivery, and the competition among platforms has become more intense. Therefore, it is necessary to study the influence of logistics service quality, user satisfaction and trust on user repurchase intention. In addition, the flexibility of platform logistics services is an important boost to help the platform succeed and meet the needs of different groups, but there is currently a lack of relevant demonstration research. Therefore, based on the theoretical background of logistics service quality in online shopping, this study combines order quality, delivery quality, information quality, customer service and the flexibility of the Coupang shopping platform to construct a research model and establish hypotheses. From January 6 to February 3, 2023, a questionnaire survey was conducted in the form of a Google questionnaire for Coupang users with experience in using and purchasing. At the end of the investigation, a total of 500 questionnaires were received, except for 47 questionnaires with no purchase history and 49 dishonest ones, the remaining 404 questionnaires were statistically analyzed using SPSS, and finally analyzed. The results of this study show that, first of all, in terms of logistics service quality, order quality, delivery quality, customer service, and flexibility have certain positive (+) effects on satisfaction. However, information quality did not affect satisfaction. This means that the quality of information related to orders, transactions, and logistics on the platform cannot meet consumers’ expectations. Second, the quality of logistics services has a positive (+) impact on information products. Third, satisfaction and trust have a positive (+) impact on all users’ repurchase intentions. Many people are likely to become loyal users of the platform. This study reveals a causal relationship between flexibility and satisfaction and trust, with important implications. And it proves that consumers’ repurchase intention is based on excellent product and logistics service quality