电商环境下在线评论对消费者选择物流商的影响机理研究

发布时间：2018-04-02 13:38

本文选题：在线评论　切入点：选择物流服务商　出处：《昆明理工大学》2017年硕士论文

【摘要】：我国网络购物模式的发展日渐成熟,在线销售商品的种类越来越丰富,使很多消费者青睐于这种消费模式。消费者喜欢网购的主要原因之一是其便捷性,然而随着网购频率的增加,网购过程中物流配送环节的便利性问题更加突出,例如快递收取时间、地点的不方便,使消费者整个网购体验的满意度大打折扣。因此,如何提高配送服务的质量,满足消费者对物流服务的个性化需求,是业界和学界都非常关注的问题。通过对相关文献的查阅与实际调查,发现允许网购消费者自主选择快递公司是一种比较好的方式,并且把消费者对物流服务的评价单独纳入在线评论系统也具有多方面的意义。因此,本文以网购消费者选择物流商时,在线评论对其选择意愿的影响作用和机理为研究目的,试图得到一些有价值的结果。本文借鉴了大量营销学、信息传播学、心理学等学科的理论和研究成果,基于EML模型和ACSI模型,构建了在线评论对网购消费者选择物流商决策影响的双路径模型并提出研究假设,将在线评论的评论内容、评论质量、评论形式置于中枢路径,评论数量和评论效价置于外围路径,分析这些因素通过中介变量——评论归因、感知服务质量和价值、从众效应,对选择意愿的影响。本文采用调查问卷的方式收集样本,并应用SPSS 20.0和AMOS 17.0软件对数据进行分析,来验证所构建模型和研究假设的正确性。本文对在线评论的作用机理和消费者对快递服务质量感知相关领域的研究做出有益的补充,也为后续有关消费者对物流商选择意愿这一议题的研究提供一些理论的借鉴。通过实证分析得出在线评论的阅读者会通过两种不同的路径对评论信息进行处理。其中,评论的内容、质量、形式因素会借由消费者对评论的归因、感知服务质量和价值这条中枢处理信息;评论数量、效价因素通过从众效应这条外围路径处理信息,并影响消费者最终的选择意愿。依据本次研究所得结论,分别对电子商务网站、商家和物流服务公司的管理和服务提出一些建议。
[Abstract]:With the development of online shopping mode in China, the variety of online shopping products is becoming more and more abundant, which makes many consumers prefer this kind of consumption pattern. One of the main reasons why consumers like online shopping is its convenience. However, with the increase of the frequency of online shopping, the convenience problem of logistics and distribution in the process of online shopping is more prominent, such as the inconvenient time and location of express delivery, which makes the satisfaction of the entire online shopping experience of consumers greatly reduced. How to improve the quality of distribution services and meet the personalized demand of consumers for logistics services is a problem that the industry and academic circles are very concerned about. It is found that it is a good way to allow online shopping consumers to choose express company independently, and it is significant to integrate the evaluation of logistics service into the online comment system separately. The purpose of this paper is to study the effect and mechanism of online reviews on consumers' choice of logistics providers, and try to get some valuable results. Based on the theories and research results of psychology and other disciplines, this paper constructs a two-path model based on EML model and ACSI model, and puts forward the research hypotheses, which are the content and quality of online reviews. The form of comment is placed in the central path, the quantity of comment and the value of comment are placed in the peripheral path, and the factors are analyzed through the mediating variable-the attribution of comment, the perception of service quality and value, and the effect of conformity. This paper uses questionnaire to collect samples, and uses SPSS 20.0 and AMOS 17.0 software to analyze the data. In order to verify the validity of the models and research hypotheses, this paper makes a useful supplement to the mechanism of online reviews and the research of consumers' perception of the quality of express delivery service. It also provides some theoretical references for further research on consumers' willingness to choose from logistics providers. Through empirical analysis, it is concluded that readers of online reviews will process the comments through two different paths. The content, quality, and form of comments are processed by the consumer's attribution of comment, perceived quality of service and value, and the quantity and potency of comments are processed through the external path of herd effect. According to the conclusion of this study, the author puts forward some suggestions on the management and service of e-commerce websites, merchants and logistics service companies.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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