工商管理学院知识库

外卖平台给人们生活带来了极大的便利。随着不同类型外卖平台的不断涌
现，出现了外卖平台同质化程度严重，外卖平台用户粘性低，以及用户对平台的
信任危机等问题。而如何赢取人们的信任，加强外卖平台用户的粘性，获取外卖
平台的竞争优势，外卖平台服务质量对其影响至关重要。随着互联网和电子商务
的发展，学者将关注点从传统的服务质量转向了电子服务质量。其中，在对外卖
平台服务质量的研究中，学者们大多将外卖平台服务质量作为自变量来进行研
究，探讨其对顾客满意，顾客忠诚和顾客重复购买意向的影响。但是暂时还没有
将网络信任引入模型进行研究。而且，有部分学者在研究外卖平台服务质量时用
传统服务质量的 SERVQUAL 测量方法来测量，而不是选用电子服务质量的测
量方法。因此本文将外卖平台服务质量，网络信任，重复购买意向这三个变量结
合在一起研究它们之间的影响关系。
通过对外卖平台，服务质量，外卖平台服务质量，网络信任，重复购买意向
相关文献的研究，将外卖平台服务质量分为系统可靠性，界面设计，隐私安全，
信息质量，配送和客服，服务补救六个维度，并对变量之间的关系做出研究假设。
之后在实证检验的基础上得出结果：外卖平台服务质量的系统可靠性，界面设计，
隐私安全，信息质量，配送和客服，服务补救正向影响重复购买意向。网络信任
在外卖平台服务质量系统可靠性，界面设计，隐私安全，信息质量，配送和客服，
服务补救对用户重复购买意向的影响中起部分中介作用。最后在对研究结论分析
的基础上，对外卖平台的建设提出相应的管理建议。
在外卖平台领域的研究中，将网络信任作为中介变量，分析外卖平台服务质
量对网络信任，用户重复购买意向的影响，不仅是对外卖平台领域理论研究的补
充，而且为外卖平台的改进、发展提供了方向，具有一定的现实指导意义。

Takeaway platform has brought great convenience to people's life.
With the emergence of different types of takeaway platforms, there are
serious homogenization of takeaway platforms, low user stickiness of
takeaway platforms, and trust crisis of users. How to win people's trust,
strengthen the stickiness of takeout platform users, and obtain the
competitive advantage of takeaway platform, the service quality of
takeaway platform is very important. With the development of Internet
and e-commerce, scholars turn their focus from traditional service quality
to e-service quality. Among them, in the study of service quality of
takeaway platform, most scholars take service quality of takeaway
platform as an independent variable to study its impact on customer
satisfaction, customer loyalty and customer repurchase intention.
However, network trust has not been introduced into the model for
research. Moreover, some scholars use the traditional SERVQUAL
measurement method to measure the service quality of takeaway platform,
rather than the electronic service quality measurement method. Therefore,
this paper will combines service quality of takeaway platform, network
trust and repurchase intention to study the relationship between them.
Through the research of literature on takeaway platform, service
quality, service quality of takeaway platform, network trust and
repurchase intention, this paper divides the service quality of takeaway
兰州财经大学硕士学位论文 外卖平台服务质量对用户重复购买意向的影响研究：基于网络信任的作用机理
platform into six dimensions: system reliability, interface design, privacy
and security, information quality, distribution and customer service, and
service recovery, and makes research hypotheses on the relationship
between variables. Then based on the empirical test, the results are as
follows: system reliability, interface design, privacy and security,
information quality, distribution and customer service, and service
recovery positively affect repurchase intention. Network trust plays a
partial mediating role in the influence of service quality, system
reliability, interface design, privacy and security, information quality,
distribution and customer service, and service recovery on users'
repurchase intention. Finally, based on the analysis of the research
conclusions, the paper puts forward corresponding management
suggestions for the construction of takeaway platform.
In the field of takeaway platform research, network trust is taken as
an intermediary variable to analyze the impact of service quality of
takeaway platform on network trust and users' repurchase intention. It is
not only a supplement to the theoretical research in the field of takeaway
platform, but also provides direction for the improvement and
development of takeaway platform, which has certain practical
significance.