茶叶电子商务消费者满意度影响因素分析——基于在线评论的探索分析

Analysis on the Influencing Factors of Tea E-commerce Consumer Satisfaction——Exploratory Analysis Based on Online Comments

在线评论当前已经成为影响在线购买消费者态度和购买行为的重要信息来源,电商企业可以从消费者评价中了解商品销售过程中存在的不足,从而提高消费者满意度并促使消费者重复购买。基于京东茶叶频道的3981条有效在线评论,运用二元Logistic模型对影响茶叶电子商务消费者满意度因素进行了分析。研究表明:在线茶叶购买者主要消费结构以红茶、绿茶为主,黑茶和青茶次之。同时影响茶叶电子商务消费者满意度的因素主要包括四大类,分别是产品质量、营销策略、物流配送和电商服务,共14种因素。其中茶叶品质、品牌、价格和新鲜度对茶叶电子商务消费者满意度有显著影响,而配送服务、外观和发货速度影响效果则相对较小。

Online reviews have become an important source of information affecting the attitudes and purchasing behavior of online consumers.E-commerce enterprises can understand the shortcomings in the process of commodity sales from consumer evaluation,so as to improve consumer satisfaction and encourage consumers to repeat purchases.Based on 3981 effective online reviews of Jingdong Tea Channel,this paper utilized binary logistic regression model to analyze the factors affecting customer satisfaction of tea e-commerce.It showed that:the main consumption structure of online tea buyers is black tea and green tea,followed by black tea and green tea.There are four main factors affecting the satisfaction of tea e-commerce consumers,including product quality,marketing strategy,logistics distribution and business services,totally 14 sub-factors.Among them,tea quality,brand,price and freshness have a significant impact on the satisfaction of tea e-commerce consumers,while the impact of distribution service,appearance and delivery speed is relatively small.