天猫超市逆向物流服务质量评价体系构建

Construction of Reverse Logistics Service Quality Evaluation System on Tmall Supermarket

基于B2C电子商务企业发展的需求,本文以天猫超市作为研究对象,运用探索性因子分析方法,对天猫超市逆向物流服务质量影响因素进行分析,最终形成包含5个维度、21个指标的评价体系,其次依据指标体系通过构建结构方程模型来验证该指标体系并得出每个维度及指标的权重,通过对模型结果的分析,提出天猫超市逆向物流服务质量改进建议。

Based on the requirement for B2C E-commerce enterprise, this paper takes Tmall supernarket as the research object and uses the Exploratory Factor Analysis （ EFA） to analyze the factors influencing the quality of reverse logistics service of Tmall supermarket. And eventually form the evaluation system which includes five dimensions and twenty-one indicators. Secondly, according to the index system, we construct the Structural Equation Model （ SEM） to verify the index system and get the weight of each dimension and index. Through the analysis of the results of the Structural Equation Model, this paper puts forward some suggestions on improving the quality of Tmall supermarket reverse logistics service.