电商平台逆向物流服务质量对消费者二次购买意愿的影响——以京东为例

The influence of service quality of reverse logistics onconsumers'second purchase intention on e-commerceplatform-Taking jingdong as an example[Abstract]Today,with the rapid development of e-commerce logistics,consumers have higher requirements on the service quality of e-commerce platformlogistics,and the second purchase intention of consumers on e-commerce platformlogistics service quality has an important impact,and reverse logistics service qualityis also a key link in logistics service.The feedback of the reverse service quality ofe-commerce platform logistics can be divided into four dimensions according to thetheory of customer value,which has a direct impact on the second purchase intentionof consumers.In this paper,based on the customer value theory,and through thejingdong platform consumers for jingdong reverse logistics service quality feedback,related to the reliability analysis,according to the chi-square analysis method,it isconcluded that electric business platform should pay attention to consumers in thereverse logistics service dimensions of perceived usefulness,also is in the serviceitself with extrinsic motivation,through the use of the service itself characteristicsbring effect or value of ascension,for example,reduces return,the return of the timeneeded for secondary measures can improve consumer purchase intention.[Key word]Secondary purchase intention reverse logisticsPerceivedusefulness