摘要
Abstract
Regarding the issue of factors influencing customer loyalty in community group buying,a struc-tural equation modelwas constructed based on the theories of logistics service quality and S-O-R theory,including logistics service quality,platform trust,relationship trust,community atmosphere and customer loyalty.Data from community group buying customers were collected through a questionnaire survey,and the hypotheses were tested using the SmartPLS software to explore the impact of logistics service quality,platform trust,relationship trust,and community atmosphere on customer loyalty.The research findings indicate that logistics service quality has a positive impact on platform trust and relationship trust.Addi-tionally,both platform trust and relationship trust positively influence customer loyalty.Furthermore,the community atmosphere plays a negative moderating role in the relationship between platform trust,re-lationship trust,and customer loyalty.It is suggested that the platform optimize the quality of logistics services,screen and train the head of the group,and improve the perception of customer trust to increase customer loyalty.关键词
社区团购/社群氛围/顾客忠诚度Key words
community group buying/community atmosphere/customer loyalty分类
管理科学
