基于消费者感知的网购物流服务质量测评

Quality Evaluation of Online Logistic Service Based on Consumers' Perception

现代物流配送体系作为电子商务活动的重要环节,正在成为制约我国网购市场进一步发展的关键因素,如何提高物流服务质量是网络购物中商家亟待解决的问题。文章通过文献回顾和深度访谈,从网购消费者感知视角提出了物流服务质量的初始测评指标,并基于问卷调查进行因子分析,得到了基于消费者感知的物流服务质量测评指标,共包含七个维度,分别是交付质量、人员素质、误差处理质量、订购质量、沟通质量、方便性和灵活性。以上维度涵盖了消费者网络购物对物流服务感知的全过程,可为网络购物中的商家提高物流服务质量提供依据。

Modern logistic distribution system,the important link of E- commerce activity,is becoming one of the key factors constraining the further development of China＇s online shopping market. How to improve the logistic service quality of online shopping is the problem demanding urgent solution for related sellers. With the help of literature review and in- depth interview,the authors put forward the primary evaluation index for logistic service quality from the view of consumers,and carry out factor analysis through questionnaire to make out the evaluation index of logistic service quality based on consumers＇ perception;and there are such seven dimensions as the quality of delivery,personal quality,error processing,ordering,communication,convenience and flexibility. And all theses dimensions have covered the whole process of consumers＇ perception of logistic service in online shopping,and they can provide related sellers with guidance to improve their logistic service quality.