The Influence Mechanism of Logistics Information Technology on Consumer Purchase Decisions in Digital Supply Chains

Abstract

Studying how logistics information technology affects consumers' purchasing decisions holds significant positive implications and functions for the further development of e-commerce and the logistics industry. Based on the SOR theory, this paper examines the driving effect and mechanism of logistics information technology on consumers' purchasing decisions. Starting from the data attributes of logistics information technology, it uses the ordinary least squares method to construct a multiple linear regression model of the impact of logistics information technology on consumers' purchasing decisions. And by using relevant software, it conducts an empirical study on the data collected from the questionnaire through correlation analysis and regression analysis. The results show that in the digital supply chain, logistics information technology (transparency, real-time interaction, and service predictability) and consumers' state perception both have a significant positive effect on consumers' purchasing decisions; consumers' state perception plays a partial mediating role in the relationship between logistics information technology and consumers' purchasing decisions. The maturity of the digital supply chain can positively regulate the relationship between logistics information transparency, logistics information service predictability and consumers' purchasing decisions, but there is no regulatory effect on the relationship between logistics information interaction real-timeity and purchasing decisions. Finally, based on the empirical results, policy recommendations are proposed.