By Ding Runzhi
Year 2023
Abstract
This independent study aimed to investigate the influence of 4Ps marketing mix strategy and the intelligent logistics service on consumer purchase decisions in the current logistics market environment.
The sample group used in the study were 406 customers of China Post Zhoushan Branch. The instrument used to collect data was a questionnaire. The statistical methods used to analyze the data were frequency, percentage, mean, reliability and validity analysis, correlation analysis, regression analysis, and mediation effect analysis.
The study made the following findings. Firstly, 4Ps marketing mix strategy perception significantly and positively influenced consumer logistics product purchase decisions. Indeed, there was a significant positive relationship between the product, price, promotion and place of the 4Ps marketing mix strategy and 4Ps marketing mix strategy perception. Secondly, intelligent logistics service quality perception significantly and positively influenced consumer logistics product purchase decisions. Smart logistics service quality perception showed a positive relationship with logistics product repurchase intention.
Finally, it was found a partial mediating effect of the 4Ps marketing mix strategy perception on the 4Ps marketing mix strategy of product, price, promotion and place.