消费者网购的物流服务需求差异研究

Research on the Difference of Logistics Service Demand of Consumers Online Shopping

了解不同类型商品之间消费者在评论内容中的对物流服务的关注度差异,商家可以有针对性地进行改进物流策略,增加销量。以天猫商场(tmall.com)体验型商品和搜索型商品的在线评论文本内容为研究对象,利用独立样本t检验的方法验证了消费者购买体验型商品和搜索型商品后在内容维度上的差异。相对于体验型产品,消费者购买搜索型商品时更多地关注物流服务的内容,反映了消费者购物时的不同期望。根据研究结果,在销售搜索型商品时应着重提高物流服务的质量。

By understanding the differences in consumers’ attention to logistics services in the review content of different types of products, merchants can improve logistics strategies and increase sales in a targeted manner. Taking the online review text content of experience-type products and search-type products in Tmall.com as the research object, the independent sample t-test method is used to verify the content dimension of consumers after purchasing experience-type products and search-type products difference. Compared with experience-based products, consumers pay more attention to the content of logistics services when purchasing search-based products, reflecting the different expectations of consumers when shopping. According to the research results, it is important to improve the quality of logistics services when selling search-based products.