Research on the relationship between logistics satisfaction and e-commerce satisfaction: EC quality as a control variable

This study aims to answer the question, "if e-commerce quality (ECQ) is controlled, can logistics satisfaction (LS) still be used to predict EC customers' overall satisfaction with the EC business?" With 326 valid samples through an online questionnaire survey, this study used AMOS statistical software for structural equation modelling analysis. The analysis results show that although ECQ is controlled as a control variable (CV), the customer satisfaction brought by pure logistics can still significantly affect customer satisfaction with EC performance. Moreover, logistics convenience (LC) and logistics quality (LQ) have significant predictive capabilities for LS. Our findings have important implications for managers and policymakers, advocating that EC companies adopt proactive business methods and policy formulation covering logistics operations.