B2C物流服务质量对网购满意影响的实证分析

发布时间：2018-11-04 10:22

【摘要】：随着信息技术和电子商务的发展,网络购物已然成为了人们生活的一部分,顾客也由传统的实体商店模式延伸到了线上,物流配送作为网络购物的最后一个环节也是与顾客零距离接触的唯一环节越来越受到人们的重视,它所展现的问题也接踵而至。电子商务市场作为一个买方市场,顾客的满意与否直接关系到网络商店的运营,物流作为网购的重要一环,它的服务质量自然成为了影响消费者满意的关键因素。在回顾了服务质量、物流服务质量、顾客满意度的理论基础上,结合专家学者的观点和意见并结合在消费者中的定性访谈研究,归纳出B2C环境下物流服务质量的4个测量指标:交付及时性、服务专业性、交付灵活性、交付完好性,构建了B2C环境下的LSQ—CS模型并提出了相关研究假设。在理论分析的基础上,研究根据理论模型建立了调查问卷的初始问卷,在数据处理时采用了SPSS19.0以及AMSO17.0软件,正式调查之前选择了60人的预调查,并对数据进行了信度和效度的分析,对问卷进行了净化形成了最终的调查问卷正式的发放,在实证研究阶段对物流服务质量的各个因子进行了验证性因子分析的基础上,采用了结构方程对LSQ-CS全模型进行了检验性因子分析,对假设进行了验证。依据数据分析可知就物流服务质量的四个测评指标来看,其4者之间存在着相互关联,相互影响,其中服务专业性对交付及时性、交付灵活性以及交付完好性均有正向影交付及时性、交付灵活性和交付完好性对物流服务质量满意有着直接意义,也实证检验了物流服务质量满意和网购满意之间的关系。对物流企业以及网络店家提出了可行性的建议。研究结论对于B2C网络商家制定正确的市场策略、有效提升顾客满意度以及促进B2C网络购物市场的繁荣发展等方面有一定的指导意义。
[Abstract]:With the development of information technology and electronic commerce, online shopping has become a part of people's lives, and customers have extended from the traditional physical store model to online. Logistics distribution as the last link of online shopping is also the only link of zero distance contact with customers more and more people pay attention to it. As a buyer's market, the satisfaction of customers is directly related to the operation of online stores. Logistics is an important part of online shopping, and its service quality has naturally become a key factor affecting consumer satisfaction. On the basis of reviewing the theories of service quality, logistics service quality and customer satisfaction, combining the views and opinions of experts and scholars and the qualitative interview research among consumers, Four measurement indexes of logistics service quality under B2C environment are summarized: timeliness of delivery, specialty of service, flexibility of delivery and completeness of delivery. The LSQ-CS model under B2C environment is constructed and related research hypotheses are put forward. Based on the theoretical analysis, the initial questionnaire was established according to the theoretical model. The SPSS19.0 and AMSO17.0 software were used in the data processing, and 60 people were selected before the formal investigation. The reliability and validity of the data are analyzed, the questionnaire is purified and the final questionnaire is issued formally. On the basis of the confirmatory factor analysis of the factors of logistics service quality in the stage of empirical research, The structural equation is used to test the LSQ-CS model and the hypothesis is verified. According to the analysis of data, we can know that the four indexes of logistics service quality are interrelated and influence each other. Both delivery flexibility and delivery completeness have positive impact on delivery timeliness. Delivery flexibility and delivery completeness have direct significance to the satisfaction of logistics service quality. It also empirically tests the relationship between logistics service quality satisfaction and online purchase satisfaction. Put forward the feasible suggestion to the logistics enterprise and the network storekeeper. The conclusion has certain guiding significance for B2C network merchants to formulate correct market strategy, to effectively enhance customer satisfaction and to promote the prosperity and development of B2C online shopping market.
【学位授予单位】：中国石油大学(华东)
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F259.2;F274

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