摘要
为探究消费者个体特征和物流服务感知对网购平台选择的影响,构建了消费者网购平台选择影响因素的假设模型。运用单因素方差分析和多元回归分析的方法,从个体特征和物流服务感知两个方面验证了原假设内容。结果表明:配送质量、服务态度、经济性感知和便利性感知对消费者网购平台的选择具有正向影响。统计特征、认知特征和行为特征通过影响物流服务感知因素,间接影响消费者对网购平台的选择。针对影响因素的重要程度,制定差异化的物流服务策略,能够更好地服务于网购消费者。
In order to explore the impact of consumers＇ individual characteristics and logistics service perception on the choice of online shopping platform, a hypothetical model of influencing factors of consumer online shopping platform selection is constructed. Using the one-way ANOVA and multiple regression analysis methods, the original hypothesis is verified from two aspects： individual characteristics and logistics service perception. The results show that the distribution quality, service attitude, economy perception and convenience perception have a positive impact on the choice of consumer online shopping platform. Statistical characteristics, cognitive characteristics, and behavioral characteristics indirectly influence consumers＇ choice of online shopping platforms by affecting the perception of logistics services. According to the importance of the influencing factors, a differentiated logistics service strategy can be formulated to better serve online shopping consumers.
作者
尹丽娟
袁丽娜
刘紫玉
YIN Lijuan;YUAN Lina;LIU Ziyu(School of Management and Economics,Hebei University of Science and Technology,Shijiazhuang 050018,China)
出处
《工业工程》
北大核心
2018年第3期49-58,共10页
Industrial Engineering Journal
基金
河北省社会科学基金项目资助项目(HB17GL053)
河北省科技支撑计划资助项目(17210104D)
关键词
电子商务
个体特征
物流服务感知
路径分析
e-commerce
individual characteristics
logistics service perception
path analysis
