Academic Journal of Business & Management, 2022, 4(19); doi: 10.25236/AJBM.2022.041906.
Guangxi Normal University, Guilin, China
With the advancement of the rural revitalization strategy, the infrastructure in rural areas in China has been continuously improved, and the rural logistics system has also been gradually established and improved. The community group buying model developed against this background and has become one of the main ways for consumers to purchase fresh agricultural products online. Fresh agricultural products are difficult to preserve and easy to be corrupted. The community group buying model of agricultural products must improve its logistics service quality to maintain the relationship with consumers and develop sustainably and healthily. This paper verifies the impact of logistics service quality on consumers' repeat purchase intention under the agricultural product community group buying mode, and the results show that the tangibility, assurance, reliability, responsiveness, empathy, and convenience of logistics service quality have a significant impact on consumers' repeat purchase intention. It has a positive impact, and consumer satisfaction plays a mediating role in this process.
Agricultural products; Community group buying; Logistics service quality; Consumers' willingness to purchase repeatedly
Wu Qiqi. Research on the Influence of Logistics Service Quality on Consumers' Repeated Purchase Willingness under the Group - Buying Mode of Agricultural Products Community. Academic Journal of Business & Management (2022) Vol. 4, Issue 19: 40-49. https://doi.org/10.25236/AJBM.2022.041906.
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