Logistics Service Quality in Cross-Border E-Commerce and Consumer Repurchase Intention: The Moderating Effects of Consumer Ethnocentrism and Cosmopolitanism

In recent years, with the rapid rise of cross-border e-commerce platforms, there has been increasing attention to improving logistics service quality and its impact on consumer post-purchase behavior, particularly repurchase intention. Accordingly, this study further divides logistics service quality in cross-border e-commerce into four dimensions: security, timeliness, empathy, and cost-effectiveness, with the aim of analyzing their influence on the repurchase intention of Chinese consumers. Additionally, this research examines how cultural attributes, such as individualism and cosmopolitanism, influence consumer behavior and further validates their moderating roles. Through a survey of 179 Chinese consumers, the results confirm that security, timeliness, empathy, and cost-effectiveness of logistics service quality in cross-border e-commerce positively impact repurchase intention. Additionally, the study partially substantiates the moderating effects of consumer ethnocentrism and cosmopolitanism on the relationship between logistics service quality and consumers’ repurchase intention. These findings reveal the intricate interplay between logistics service quality and repurchase intention in cross-border e-commerce, emphasizing the significance of consumer cultural characteristics. Based on these findings, the study offers practical recommendations for relevant businesses and platforms, including strategies to enhance logistics service quality and implement tailored marketing approaches.