Respondents’ profile.

As e-commerce continues to reshape retail landscapes, logistics service quality (LSQ) has become a crucial determinant of customer trust, satisfaction, and long-term engagement. This study investigates the impact of logistics service quality (LSQ) dimensions on the behavioral intentions of Generation Z consumers within Vietnam’s rapidly expanding e-commerce sector. The research focuses on how various LSQ factors—timeliness, personal contact quality, order accuracy, order condition, order discrepancy handling, and return convenience—affect trust and satisfaction, which subsequently influence repurchase intention and electronic word-of-mouth (eWOM). A quantitative approach was employed, gathering data from 495 Generation Z consumers with prior online shopping experience. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the proposed model and its hypotheses. This study found that key LSQ attributes play a significant role in shaping both trust and satisfaction, which, in turn, drive repurchase intention and eWOM. However, the findings indicate that Generation Z’s expectations for seamless logistics experiences vary across different service attributes. While factors such as order accuracy, order condition, and order discrepancy handling contribute to satisfaction, they do not necessarily build trust, highlighting the generation’s high standards and perception of these aspects as fundamental rather than differentiating features. This study challenges traditional LSQ frameworks by highlighting the evolving expectations of digital-native consumers. It offers practical insights for e-commerce businesses, emphasizing the need for a strategic blend of technological efficiency, personalized interactions, and seamless post-purchase services to enhance customer loyalty and competitiveness in the digital marketplace.

随着电子商务持续重塑零售格局，物流服务质量（Logistics Service Quality，LSQ）已成为影响顾客信任、满意度与长期参与度的关键因素。本研究聚焦越南快速扩张的电子商务领域，探讨物流服务质量维度对Z世代消费者行为意向的影响，着重剖析六大物流服务质量维度——时效性、人际接触质量、订单准确率、订单完好性、订单异常处理以及退货便利性——如何作用于顾客信任与满意度，进而影响其复购意愿与电子口碑（electronic word-of-mouth，eWOM）。本研究采用定量研究方法，共收集495名具备线上购物经验的Z世代消费者的数据，并运用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling，PLS-SEM）对所提出的研究模型与假设进行检验。研究结果表明，核心物流服务质量属性对顾客信任与满意度均存在显著影响，而信任与满意度又进一步推动复购意愿与电子口碑的形成。不过，研究结果同时显示，Z世代对无缝物流体验的期望因服务维度不同而存在差异。诸如订单准确率、订单完好性与订单异常处理等因素虽能提升顾客满意度，却未必能建立顾客信任，这反映出该群体高标准的消费理念，以及其将此类维度视为基础而非差异化竞争要素的认知。本研究通过凸显数字原生代消费者日益变化的期望，对传统物流服务质量框架提出了挑战，同时为电子商务企业提供了实践启示：企业需战略融合技术效率、个性化互动与无缝售后物流服务，方能在数字市场中提升顾客忠诚度与市场竞争力。