基于在线评价的电商物流服务时空对比分析

发布时间：2018-01-02 03:16

本文关键词：基于在线评价的电商物流服务时空对比分析　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网的不断普及,电商行业的发展已经迎来了4.0时代。据艾瑞网最新统计数据显示,2016年中国电商行业交易规模达20.2万亿元,同比增长23.6%。其中2016年中国网购市场交易规模达4.7万亿元,较去年增长23.9%,成为推动电商务市场发展的重要力量。网购市场的逐渐成熟使得消费者越来越关注购物过程的服务体验,根据《2016年中国消费者网络购物消费洞察报告》显示,消费者在2016年网购时最关注的因素就是物流与服务,关注度高达56.9%。然而在当今电商市场竞争如此激烈的时代,电商企业要想提升消费者对物流服务体验的满意度并非易事,尤其是各地区及地区内部的物流服务不均衡、不同消费时段的物流服务不稳定等现象使得消费者对电商平台物流服务的整体印象难以达到理想。以往研究电商物流服务问题的数据大多通过调查问卷得来,但受限于调查数量、调查对象等客观原因,所得数据的可靠性和准确性往往难以保证。为克服调查问卷的局限,本文将以商品在线评价信息作为数据来源,探究不同空间和时间下电商物流服务的差异性。本文主要研究内容如下:(1)通过对国内各大电商企业在电商模式、电商市场规模、电商在线评价规模及电商在线评价结构这四个方面的对比,得出适合本文研究的电商平台是京东商城。(2)通过运用网页信息抓取工具Gooseeker和词频分析与统计工具ROST,采集了本文研究所需的223618条在线评价样本数据,并根据关键词分类汇总结果与以往研究的结合,提取出了10个物流服务因素并量化,为本次研究打下了数据基础。(3)基于不同空间的角度,结合宏观与微观分析探究电商物流服务的差异性。通过分析不同消费地区的物流时效与不满度的相关性,从宏观上得出电商服务整体不满度不存在显著的空间差异性。然后通过计算各物流因素的空间变异系数并比较,从微观上发现一部分物流因素不满度存在一定空间差异性,其中,“配送终端覆盖范围”因素不满度的空间变异系数最大,达到了1.01,属于强变异性,说明该物流因素不满度的空间差异性很大。进一步分析得出不同品类商品具体物流因素的空间差异性各有不同,且3C类商品“配送终端覆盖范围”因素不满度的空间变异系数最大。(4)基于不同时间的角度,结合宏观与微观分析探究电商物流服务的差异性。首先通过对2016年上半年和下半年的宏观对比分析,发现下半年整体物流不满度比上半年略微增加。然后选取具体消费时段进行微观分析,发现促销时段的物流服务整体表现与一般时段存在较大差距,其中,“配送时间准确性”因素的不满度差异最大,差异率达到70.14%。同时对比两年内同一促销时段的物流服务差异,得出物流服务水平整体有所提高,而各项因素的表现各有增减。
[Abstract]:With the popularity of the Internet, the development of e-commerce industry has entered a 4.0 era. According to the latest statistics, China's e-commerce industry transactions amounted to 20.2 tillion yuan in 2016. The number of transactions in China's online shopping market reached 4.7 tillion yuan in 2016, up 23.9% from last year. Become an important force to promote the development of electronic commerce market. The gradual maturity of the online shopping market makes consumers pay more and more attention to the service experience of the shopping process. According to the China Consumer online shopping insight report 2016, the most important factor that consumers pay attention to online shopping in 2016 is logistics and services. However, in an era when e-commerce market competition is so fierce, it is not easy for e-commerce enterprises to enhance customer satisfaction with logistics service experience. In particular, the logistics services in various regions and regions are not balanced. The instability of logistics services in different consumption periods makes it difficult for consumers to reach the ideal overall impression of e-commerce platform logistics services. In the past, most of the data on e-commerce logistics services were obtained through questionnaires. However, the reliability and accuracy of the obtained data are often difficult to guarantee due to the objective reasons such as the quantity of the survey and the object of investigation. In order to overcome the limitation of the questionnaire, the online evaluation information of commodities will be used as the data source in this paper. This paper explores the differences of e-commerce logistics services in different space and time. The main content of this paper is as follows: 1) through the domestic e-commerce enterprises in the e-commerce model, e-commerce market scale. The comparison of the scale of online evaluation and the structure of online evaluation of e-quotient. It is concluded that the suitable e-commerce platform for this paper is JingDong Mall. 2) through the use of web information capture tool Gooseeker and word frequency analysis and statistics tool ROST. This paper collected 223618 online evaluation sample data needed for this study and extracted 10 logistics service factors and quantified them according to the combination of keyword classification and summary results and previous research. For this study laid a data base. 3) based on different spatial perspective. Combined with macro and micro analysis to explore the differences of e-commerce logistics services. Through the analysis of different consumption areas of logistics timeliness and dissatisfaction of the correlation. From the macro point of view, it is concluded that there is no significant spatial difference in the overall dissatisfaction of e-commerce services, and then the coefficient of spatial variation of each logistics factor is calculated and compared. From the microscopic point of view, it is found that there is a certain spatial difference in the dissatisfaction degree of some logistics factors, among which, the spatial variation coefficient of the "distribution terminal coverage" factor is the largest, reaching 1.01, which belongs to strong variability. It shows that the spatial difference of the dissatisfaction degree of the logistics factor is very large. Further analysis shows that the spatial differences of the specific logistics factors of different categories of commodities are different. And 3C goods "distribution terminal coverage" factor dissatisfied factor of the largest spatial coefficient of variation. 4) based on different time perspective. Combining macro and micro analysis to explore the differences of e-commerce logistics services. First of all, through the first half of 2016 and the second half of the macro comparative analysis. Found that the second half of the overall logistics dissatisfaction slightly increased compared with the first half. Then selected specific consumption period for microscopic analysis, found that the overall performance of the promotion period of logistics service and general period of time there is a big gap, among them. "Distribution time accuracy" factor of dissatisfaction is the biggest difference, the difference rate reached 70.14. At the same time, compared with the two years of the same promotion period of logistics service differences, it is concluded that the overall level of logistics services has been improved. The performance of each factor has increased or decreased.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.2

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