Research on the Influence Mechanism of Perceived Customer Service Quality on Consumers’ Purchase Decisions on E-commerce Platforms

In the competitive e-commerce market, it is important to understand how perceived customer service quality affects consumer purchase decisions. This study analyses the effects of service quality, information quality, waiting time, and system quality on purchase decisions using logistic regression. The analysis is based on actual business data from an insurance company. The study confirms that all four dimensions of perceived quality significantly impact consumers’ purchase decisions. To explore the influence path of perceived quality on consumers’ purchasing decisions, we constructed a structural equation model through a questionnaire survey. The results verified the degree of influence of perceived quality on consumers’ purchasing decisions, as well as the mediating role of perceived value. This finding offers a strategic foundation for enterprises to enhance their online customer service platforms, improve their customer service capabilities, and refine their performance appraisal systems. This will help to improve the perceived quality of e-commerce customer service and further enhance consumers’ purchase decisions.