The Impact of Logistics Service Quality on Consumer Satisfaction and Repurchase Intention in Cross-border E-Commerce: A Mediation Analysis

Abstract

Purpose: The purpose of this study is to investigate the influence mechanism of cross-border e-commerce logistics service quality on consumer satisfaction and repurchase intention, with special attention to the mediating role of consumer satisfaction.

Design/Methodology/Approach: Based on service quality theory, expectation confirmation theory and the theory of planned behaviour, an integrated research model was constructed comprising six dimensions of logistics service quality (delivery timeliness, information quality, product condition, returns and exchanges service, price fairness, and communication quality), consumer satisfaction, and repurchase intention. A questionnaire survey was used to collect data, yielding 470 valid responses. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data, and the Bootstrap method was used to test the mediating effects.

Findings: The results showed that all six dimensions of logistics service quality had a significant positive effect on consumer satisfaction (R² = 0.724), with price fairness exerting the greatest effect (β = 0.251), followed by delivery timeliness (β = 0.218). Consumer satisfaction had a significant positive effect on repurchase intention (β = 0.624, R² = 0.389). Mediation analysis showed that consumer satisfaction plays a significant mediating role between logistics service quality and repurchase intention, with price fairness showing a partial mediating effect (VAF = 65.7%) and the remaining five dimensions showing (quasi-)full mediating effects (VAF = 73.9%–78.8%).

Research Limitations/Implications: This study employs cross-sectional data and a sample focused on Chinese consumers; longitudinal and cross-country comparative studies are recommended for future research.

Practical Implications: This study provides a scientific basis for cross-border e-commerce enterprises seeking to optimise their logistics service strategies. Enterprises should establish transparent pricing mechanisms, optimise logistics tracking systems, and adopt a satisfaction-centred performance indicator system. Logistics service providers should optimise cross-border logistics networks and improve reverse logistics services. Policymakers should streamline customs clearance procedures and strengthen the associated legal and regulatory framework.

Originality/Value: This study integrates multiple theoretical perspectives to systematically verify the complete mechanism through which logistics service quality affects consumer behaviour in cross-border e-commerce, reveals the mediating role of consumer satisfaction, and offers new insights for both theory and practice in this field.