电子商务产业园区服务能力对网商集聚意愿影响研究

发布时间：2018-06-14 00:24

本文选题：电子商务产业园区 + 服务能力　；参考：《浙江工商大学》2015年硕士论文

【摘要】：近几年,我国电子商务得到了快速地发展,并逐渐成为带动整个社会经济高速发展的中坚力量。在我国电子商务发展的过程中,为了获取互补性资源,网络零售商无论在地理位置上还是虚拟平台上都呈现出集聚的倾向。电子商务企业的集聚化发展也带动了电子商务产业园区的建设高潮,园区运营主体采取了一系列措施来吸引企业的入驻,但是由于缺乏理论支撑,吸引手段比较单一,运营效果并不理想。集聚理论在其他领域的研究已经十分成熟,但是,在电子商务领域的拓展研究却很缺乏。传统的集聚理论是否适用于电子商务产业集聚?影响网络零售商集聚电子商务产业园区的因素有哪些?电子商务产业园区应该提高哪些服务能力来促进电子商务企业的集聚?这些问题不仅是国内外学者们关注的问题,更为电子商务产业园区的管理者们所关心,同时也关系着我国电子商务产业的发展。本文从资源观角度出发,借助集聚理论和消费者行为理论,按照：“服务能力—服务认知一集聚意愿”的基本逻辑,构建服务能力对网商集聚意愿影响模型。其中园区服务能力分为物流服务能力、知识服务能力、技术服务能力和融资服务能力；服务认知划分为感知功能价值和感知社会价值两个维度。本文基于网上零售业快速发展的背景,以网络零售商为研究对象。首先,通过对国内外产业集群理论的梳理为本研究寻找集聚驱动因素提供理论依据和合理的视角；其次,通过文献阅读以及实地访谈相结合的方法为电子商务产业园区服务能力的划分提供合理的依据；第三、在消费者行为理论模型的基础上提出本研究的理论模型,本模型旨在研究电子商务产业园区的服务能力是如何影响网络零售商的服务认知进而影响其集聚意愿的；最后,针对浙江省网商展开调研,共收回有效问卷154份,用SPSS19.0对模型进行实证检验,根据实证结果对模型进行适当修正,并根据实证研究的结论阐述了相应的管理启示,同时指出本研究的局限以及未来研究的展望。本文研究的结论主要有以下几点： (1)物流服务能力、知识服务能力、技术服务能力和融资服务能力四个方面的园区服务能力对服务认知各维度的影响作用不一。具体来说,物流服务能力、知识服务能力、技术服务能力与融资服务能力对感知功能价值有显著正向影响；知识服务能力、技术服务能力与融资服务能力对感知社会价值有显著正向影响。 (2)服务认知的两个维度感知功能价值和感知社会价值都显著正向影响集聚意愿。 (3)服务认知在服务能力与集聚意愿间起到中介作用,服务认知不同维度在服务能力各维度与集聚意愿之间起到部分中介的作用。
[Abstract]:In recent years, e-commerce in China has been developing rapidly, and has gradually become the backbone of the rapid development of the whole society and economy. In the process of the development of electronic commerce in China, in order to obtain complementary resources, network retailers show a tendency of agglomeration in both geographical location and virtual platform. The agglomeration development of electronic commerce enterprises also brings the construction climax of electronic commerce industrial park. The main body of park operation has taken a series of measures to attract enterprises, but because of the lack of theoretical support, the means of attraction are relatively single. The operation effect is not ideal. Agglomeration theory in other fields has been very mature, but in the field of e-commerce expansion research is very scarce. Is traditional agglomeration theory applicable to electronic commerce industry agglomeration? What are the factors that affect the concentration of e-commerce industrial parks by network retailers? What service capabilities should be improved to promote the agglomeration of e-commerce enterprises in E-commerce industrial parks? These problems are not only concerned by scholars at home and abroad, but also by the managers of E-commerce Industrial Park, and are also related to the development of e-commerce industry in China. Based on the theory of agglomeration and consumer behavior and the basic logic of "service capability-service cognition-agglomeration intention", this paper constructs a model of the influence of service capability on network merchants' agglomeration intention from the point of view of resource. The service capability of the park is divided into logistics service, knowledge service, technical service and financing service, and service cognition is divided into two dimensions: perceived function value and perceived social value. Based on the background of the rapid development of online retailing, this paper takes online retailers as the research object. Firstly, through combing the theory of industrial cluster at home and abroad, it provides the theoretical basis and reasonable angle of view for this study to find the driving factors of agglomeration; secondly, Through the combination of literature reading and field interviews to provide a reasonable basis for the division of service capacity of e-commerce industrial parks. Thirdly, the theoretical model of this study is put forward on the basis of consumer behavior theory model. The purpose of this model is to study how the service capability of E-commerce industry park affects the service cognition of online retailers and then their agglomeration intention. Finally, 154 valid questionnaires are collected from Zhejiang Province. This paper uses SPSS 19.0 to test the model, modifies the model appropriately according to the empirical results, expounds the corresponding management enlightenment according to the conclusion of the empirical research, and points out the limitations of this study and the prospect of future research. The main conclusions of this paper are as follows: 1) the four aspects of logistics service ability, knowledge service ability, technical service ability and financing service ability have different effects on service cognition. Specifically, logistics service ability, knowledge service ability, technical service ability and financing service ability have significant positive influence on perceived functional value. Technology service ability and financing service ability have significant positive influence on perceived social value. (2) the two dimensions of service cognition, perceptual function value and perceived social value, have significant positive influence on agglomeration intention. 3) Service cognition plays an intermediary role between service capacity and agglomeration willingness. Different dimensions of service cognition play a part of intermediary role between each dimension of service ability and agglomeration intention.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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