B2C平台中物流服务评论与顾客购买后行为的关联性研究

发布时间：2018-03-14 10:28

本文选题：物流服务　切入点：回购行为　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：在网络购物平台中,已购顾客的物流服务评论通常影响着新顾客购买决策行为。作为评论内容的重要组成部分,物流服务评论如何影响顾客购买决策是电子商务企业十分关注的问题。根据中国电子商务投诉与维权公共服务平台统计,发现物流快递的投诉问题已经成为制约B2C企业发展的重要因素,如何提升物流服务质量,增加顾客满意成为亟需解决的课题。为此,本文旨在通过抓取某电商女装在线评论数据,提取出顾客最关注的物流服务要素以及常见的顾客购买后行为,找出两者间的关联关系,为B2C企业优化物流服务提供新的路径以及改进物流服务质量提供依据。首先,利用乐思信息采集系统抓取京东商城女装的在线评论信息。接着清理采集到的数据,删除缺失值,运用PROC正则表达式过滤广告、视频等干扰数据。然后,在ICTCLAS分词系统的基础上,添加用户词典,对采集到的数据进行分词处理。根据得到的分词结果,在现有的情感词典本题库基础上,结合基于主题词和情感词的双向迭代算法构建候选词集,构建用户情感词典,利用微博情感计算系统判断每条在线评论的情感极性,同时,得出词频统计结果。依据词频统计的结果,结合中国电子商务投诉与维权公共服务平台以及物流服务质量相关文献筛选出与物流服务质量相关词汇的词频结果,同时筛选出与顾客购买后行为相关词汇的词频结果,整理得出顾客最关注的物流服务要素和常见的顾客购买后行为。最后,依据分词结果,提取有效的关键词,结合物流服务要素和顾客购买后行为的划分,建立在线评论关联矩阵,运用FP-growth算法挖掘物流服务要素与顾客购买后行为间的强关联规则。通过内容分析、关联规则挖掘和分析,得到如下结论:(1)在线评论中顾客最关注的物流服务要素依次为:包装完整性、发货速度、运送速度、送货速度、快递员服务态度、售后服务态度和退换货速度;(2)与顾客回购行为具有强关联性物流服务要素有:发货速度、运送速度、送货速度、快递员服务态度;(3)与顾客推荐行为具有强关联性物流服务要素有:包装完整、发货速度、运送速度、送货速度。研究结果有助于B2C企业寻找物流服务优化的关键点,为改进物流服务质量提供借鉴。
[Abstract]:In the online shopping platform, the logistics service reviews of purchased customers usually affect the purchasing decision behavior of new customers. How logistics service reviews affect customer purchasing decisions is a matter of great concern to e-commerce enterprises. According to statistics of China's e-commerce complaints and rights protection public service platform, It is found that the complaint problem of logistics express has become an important factor restricting the development of B2C enterprises. How to improve the quality of logistics service and increase customer satisfaction has become an urgent problem. The purpose of this paper is to find out the relationship between the online review data of a certain e-commerce women's wear and the logistics service elements that customers are most concerned about and the common behavior of the customers after purchase, so as to find out the relationship between them. This paper provides a new way for B2C enterprises to optimize logistics service and improve the quality of logistics service. Firstly, the online comment information of women's wear of JingDong Mall is captured by using the information collection system of Le Si. Then the collected data is cleaned up, and the missing value is deleted. The PROC regular expression is used to filter the interfering data such as advertisement, video and so on. Then, on the basis of the ICTCLAS word segmentation system, the user dictionary is added to deal with the collected data. On the basis of the existing emotion dictionary, combined with the bidirectional iterative algorithm based on the subject word and emotion word, the candidate word set is constructed, the user emotion dictionary is constructed, and the emotion polarity of every online comment is judged by Weibo emotion calculation system. At the same time, According to the results of word frequency statistics, combined with the Chinese e-commerce complaints and rights protection public service platform, as well as logistics service quality related literature to screen out the word frequency results related to the quality of logistics services, At the same time, the frequency of words related to the behavior of customers is screened out, and the logistics service elements and common post-purchase behaviors of customers are sorted out. Finally, according to the segmentation results, the effective keywords are extracted. Combined with the division of logistics service elements and customers' post-purchase behavior, the online comment association matrix is established, and the strong association rules between logistics service elements and customers' post-purchase behavior are mined by using FP-growth algorithm, and the association rules are mined and analyzed by content analysis, association rules mining and analysis. The following conclusions are drawn as follows: (1) in the online review, the most important logistics service elements that customers are most concerned about are: package integrity, delivery speed, delivery speed, delivery speed, service attitude of couriers, The attitude of after-sales service and the speed of returning and exchanging goods have strong correlation with the behavior of customer repurchase. The factors of logistics service are: speed of delivery, speed of delivery, speed of delivery, speed of delivery, The service attitude of couriers has a strong correlation with customer recommendation. The key factors of logistics service are: package integrity, delivery speed, delivery speed, delivery speed. The research results are helpful for B2C enterprises to find the key points of logistics service optimization. To improve the quality of logistics services to provide reference.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F713.55

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