Impacts of Logistics Service Quality on Consumer Repurchase Intention and Electronic Word of Mouth Communication in Cross-border Electronic Commerce Platforms: the Moderating Role of Low-carbon Logistics
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Abstract
This research aimed to 1) examine the causal relationships between logistics service quality factors and customer satisfaction, repurchase intention, and electronic word-of-mouth (eWOM), and 2) investigate the moderating role of low-carbon logistics on the relationships between customer satisfaction and repurchase intention, as well as eWOM in the context of cross-border e-commerce platforms. The study employed a quantitative research approach, using a probability sampling method to collect data from 387 consumers with experience purchasing goods through cross-border e-commerce platforms. Data were gathered using a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the research hypotheses.
The findings revealed that price fairness had the most substantial positive impact on customer satisfaction, followed by personal contact and shipping information services. Customer satisfaction, in turn, positively influenced repurchase intention and eWOM. However, the timeliness of delivery service, return shipping service, and condition of goods received did not significantly affect customer satisfaction. And low-carbon logistics did not mediate the relationships between customer satisfaction and repurchase intention, nor between customer satisfaction and eWOM. These results provide valuable insights into the dynamics of logistics service quality and customer behavior in cross-border e-commerce, offering implications for academic research and industry practices.
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