Effects of E-commerce Terminal Logistics Service Quality on Rural Residents' Online Purchasing Behavior — Case study: Jilin Province in China

Rural terminal logistics are important determinants of the rural residents' online shopping. The service quality of rural online shopping needs good terminal logistics distribution and support chain. As e-commerce expands to rural areas, residents are gradually increasing their expectations on service quality. Taking satisfaction as an intermediary variable, this study explored influences of various dimensions of rural terminal logistics service quality on rural residents' online purchasing behavior, and provided corresponding improvements and development countermeasures for the development of rural terminal logistics service that would improve the quality of life of rural residents. The structural equation models (SEM) and Zhong Lin Wen’s method of mediating effect test were in the analysis (Wen et al., 2004). Distribution reliability and service convenience had positive effects on satisfaction, while economy had a negative effect on satisfaction. Meanwhile, satisfaction had a positive effect on online purchasing behavior, while satisfaction had a mediator effect between responsiveness and purchase behavior, and a mediator effect was also observed between Economy and purchase behavior.