网购平台的物流服务对消费者决策的影响研究

发布时间：2019-01-14 08:12

【摘要】：随着电子商务的快速发展,网络购物规模的增长,物流服务成为制约电商发展的瓶颈。物流服务质量的好坏影响着消费者对网络购物平台的满意度、忠诚度,进而影响其购买决策。本研究将从网络购物平台的角度探讨商品属性和物流属性对消费者决策的影响,进而为网站在商品和物流信息管理上提供建议。研究通过前测问卷得出商品属性对消费者决策存在显著影响,并确定后测要研究的物流维度:配送速度、商品完整性。通过对后测数据的分析,本研究发现对于低价值商品,价格越低、商品评价越高越能促进消费者购买,且物流服务对消费者购买决策的影响比较明显。对于高价值商品,选择合理价格的商品反而能促进消费者的购买。在物流的配送速度方面,消费者对配送速度的要求不是很高,其对消费者决策的影响不是很明显,但在商品完整性方面,其对消费者决策的影响比较显著。本文汇总了国内外有关物流服务研究的文献,运用离散选择模型进行研究,为后续有关物流服务的研究和研究方法的选择提供参考。另外,本文为网络购物平台有关物流服务信息的管理提供实际指导意见。对于网络购物平台而言,多关注低价值商品的物流服务信息的管理;而对于高价值商品,除了关注商品的配送速度,更重要的是要保证商品运输中的完整性。
[Abstract]:With the rapid development of e-commerce and the growth of online shopping scale, logistics service has become the bottleneck restricting the development of e-commerce. The quality of logistics service affects the satisfaction and loyalty of consumers to the online shopping platform, and then affects their purchasing decisions. From the perspective of online shopping platform, this study will explore the impact of commodity attributes and logistics attributes on consumer decision-making, and then provide suggestions for the website in commodity and logistics information management. Through the pre-test questionnaire, it is concluded that commodity attributes have a significant impact on consumer decision-making, and the logistics dimensions to be studied by post-test are: distribution speed, commodity integrity. Through the analysis of post-test data, this study found that the lower the price of low-value goods, the higher the commodity evaluation can promote consumers to buy, and the impact of logistics services on consumers' purchase decision is obvious. For high-value goods, the choice of a reasonable price of goods can promote the purchase of consumers. In the aspect of distribution speed of logistics, the requirement of distribution speed is not very high, and the influence on consumer decision is not obvious, but in the aspect of commodity integrity, it has a significant influence on consumer decision. This paper summarizes the literature of logistics service research at home and abroad, and applies discrete selection model to research, which provides a reference for the subsequent research and research methods of logistics services. In addition, this paper provides practical guidance for the management of logistics service information on online shopping platform. For the online shopping platform, more attention is paid to the management of the logistics service information of the low value goods; for the high value goods, besides the distribution speed of the goods, it is more important to ensure the integrity of the goods transportation.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F252;F713.55

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