物流服务对消费者网购支付意愿的影响研究

发布时间：2018-03-14 15:19

本文选题：物流服务　切入点：在线评论　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：网络零售环境下的物流服务直接面向消费者,影响着消费者对商品交易的总体满意度,对网络零售行业的发展十分重要。各B2C网络零售商千方百计提升物流服务水平,以增强客户满意度和粘性。以自建物流为特征的京东商城以配送速度作为突破口,在业内掀起激烈的配送速度战。但按照成本分析和客户需求的角度来讲,物流速度不见得越快越好。同时网络零售投诉中退换货环节的服务占比最高,存在着较严重的消费者不满。消费者对配送速度的需求究竟是怎样的?哪些服务的改善能够吸引更多消费者购买商品?哪些环节服务能够让消费者愿意花更多钱购买商品?不同商品间消费者对物流服务需求的差异是怎样的?这都是网络零售商和电商物流服务企业需要解决的重要问题。本研究选取大家电和服装两种商品,获取网购消费者在线评论,从中提取初始的物流服务要素;首先基于网购交易的历史数据,探讨哪些环节物流服务水平的提升能够吸引消费者购买商品的问题;并结合各环节物流服务的顾客相对满意度,探讨各项物流服务的提升空间,初步筛选出值得企业关注的物流服务环节。针对筛选出的物流环节,通过实验设计进一步探讨哪些环节物流服务水平的提升,能够让消费者愿意花更多钱购买商品。同时,本文还围绕物流服务多元化的现实要求,以大家电和服装两种商品为例,探讨了不同商品类型对物流服务的需求差异。本研究得到如下结论:(1)更快的配送速度能够吸引消费者购买商品,但在商品价格随之上涨的情形下,消费者更倾向选择相对合理的速度区间,而不是一味强调配送速度;24小时内送达已高于消费者预期,配送速度服务提升空间不大。(2)售后环节的服务值得进一步关注,不仅能够吸引消费者购买商品,还让消费者愿意花更多钱购买商品。(3)全面提升收货方式的便利性意义不大,但对特定商品如大家电意义较大。(4)在线评论中物流服务评价的相关内容值得重视。(5)对大家电商品,电商企业未来在物流服务方面侧重的顺序为收货售后配送,对服装类商品则为售后配送收货。(6)相比单一环节物流服务提升,多种服务环节优化的模式对消费者更具吸引力,其中全要素物流服务优化对20岁以上和高学历人群有着较强吸引力,电商物流服务企业建立全方位物流环节优化体系具有重要意义。
[Abstract]:The logistics service under the network retail environment directly faces the consumer, affects the consumer's overall satisfaction to the commodity transaction, and is very important to the development of the network retail industry. In order to enhance customer satisfaction and stickiness. JingDong Mall, characterized by self-built logistics, took distribution speed as a breakthrough and set off a fierce distribution speed war in the industry. But in terms of cost analysis and customer demand, Logistics speed is not necessarily the faster the better. At the same time in the network retail complaints the highest proportion of services returned and exchanged links, there is a more serious consumer dissatisfaction. What is the consumer demand for distribution speed? What improvements in services can attract more consumers to buy goods? What services can make consumers willing to spend more money on goods? What is the difference of consumer demand for logistics service among different commodities? These are the important problems that need to be solved by network retailers and e-commerce logistics service enterprises. In this study, two kinds of goods, large household appliances and clothing, are selected to obtain online reviews of online shopping consumers, from which the initial logistics service elements are extracted. First of all, based on the historical data of online shopping transaction, the paper discusses which links logistics service level can attract consumers to buy goods, and discusses the improvement space of each logistics service combining with the relative customer satisfaction of each link logistics service. We have preliminarily screened out logistics service links that deserve the attention of enterprises. In view of the selected logistics links, we will further explore through the experimental design which links will enhance the level of logistics services, so that consumers will be willing to spend more money on purchasing goods. At the same time, This article also revolves around the logistics service diversification realistic request, takes the big household appliance and the clothing two kinds of commodity as the example, This paper discusses the difference of demand for logistics services among different commodity types. The conclusion of this study is as follows: 1) A faster distribution rate can attract consumers to buy goods, but when the price of goods rises with it, Consumers are more inclined to choose a relatively reasonable speed range, rather than blindly emphasizing that the delivery rate within 24 hours is already higher than the consumer's expectation, and that the delivery speed service has little room for improvement.) the after-sale service deserves further attention. Not only can it attract consumers to buy goods, but it also makes consumers willing to spend more money on goods. However, the related contents of logistics service evaluation in the online review of specific commodities such as large household appliances are worth paying attention to.) for large household appliances, e-commerce enterprises will focus on logistics services in the order of receiving and distribution after sale. For clothing goods, the after-sale distribution and receipt of goods.) compared with the single link logistics service, the optimization model of multiple service links is more attractive to consumers. The optimization of all-factor logistics service has a strong appeal to the people over 20 years old and higher education. It is of great significance for e-commerce logistics service enterprises to set up the optimization system of all-round logistics links.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.2;F713.55

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