전자상거래 플랫폼 자체 배송 서비스 품질이 재구매 의도에 미치는 영향: SOR 모델 기반 다차원 분석

Purpose: This study examines how e-commerce delivery service quality (cost-efficiency, efficiency, flexibility, after-sales service) impacts repurchase intentions, using the SOR model to uncover underlying mechanisms. Research design, data, and methodology: The study employs Structural Equation Modeling (SEM) to analyze data collected from 452 Generation Z consumers with purchasing experience using JD.com’s self-delivery services. A structured questionnaire was designed to measure delivery service quality across four dimensions (cost-efficiency, efficiency, flexibility, and after-sales service) and its impact on repurchase intentions. Data were analyzed using statistical software (AMOS and SPSS). The measurement model assessed reliability and validity, while the structural model tested hypothesized relationships between delivery service quality, perceived value, and repurchase intentions. Results: The findings reveal that delivery service quality significantly enhances consumers’ repurchase intentions. Key results include: Delivery efficiency, flexibility, and A/S exhibit a direct positive effect on repurchase intentions. Perceived value partially mediates the relationship between delivery service quality (efficiency, flexibility, A/S) and repurchase intentions, indicating that functional and emotional benefits derived from service quality drive repurchase decisions. Delivery cost-efficiency directly influences repurchase intentions but does not operate through perceived value, suggesting its role as a baseline utility rather than a value-driven motivator. Implications: E-commerce platforms should prioritize delivery efficiency and flexibility to enhance perceived value and loyalty. Invest in A/S innovations to build trust and reinforce repurchase intentions. Balance cost-efficiency strategies with value-added services to avoid over-reliance on price-based competitiveness.