Reconstruction of Logistics Services in Cross-Border E-Commerce and Consumer Continuance Intention on Platforms: The Mediating Role of Digital Logistics Services

Against the backdrop of accelerating global trade and rising consumer expectations, cross-border e-commerce must urgently increase consumers’ willingness to reuse them. This study uses social exchange theory (SET) and resource dependency theory (RDT) to look at how business process reengineering (BPR) in cross-border e-commerce logistics services helps with digitalising the services, resulting in consumers being more likely to keep using the platform. The study also investigates information sharing and supply chain integration (SCI) as variables. This study used a sample of Chinese cross-border e-commerce enterprises and employed confirmatory factor analysis and structural equation modelling (SEM) as analytical methods. The findings indicate a positive relationship between logistics service BPR and logistics service digitisation. Our results also show that SCI positively moderates the relationship between BPR and logistics service digitalization by enhancing cross-organizational collaboration and information flow. We further find that greater information sharing cross-border e-commerce platforms and logistics service providers strengthens SCI’s moderating effect, indicating a secondary moderating role of information sharing. This study proposes an innovative interactive perspective and, drawing on SET, constructs three models to identify the boundary conditions influencing the relationship. It provides a theoretical foundation and practical reference for cross-border e-commerce platforms seeking to optimize digital logistics services and enhance consumers’ willingness to reuse the platform.