在线外卖平台中负向顾客契合影响因素研究

Research on Influencing Factors of Negative Customer Engagement on Online Takeaway Platforms

本文基于在线外卖平台在线评论数据与商家回复数据的文本挖掘以及数据内容的扎根分析,总结了商品质量、服务质量以及店家回复中可能影响负向顾客契合研究的因素以及常见负向契合行为类型。本文根据扎根理论编码结果,确立了将商品新鲜度、味道、性价比以及配送服务作为自变量,将批评、诋毁、支持竞争对手、不再购买4种负向顾客契合行为作为因变量,并利用实证方法研究以上几种影响因素与负向顾客契合的关系,探究商家不同态度类型的回复对不同类型负向顾客契合的影响作用,并根据实证结果给出抑制负向顾客契合的建议。

Based on the text mining of online review data and merchant response data of online takeaway platforms and the grounding analysis of data content,this paper summarizes the factors and common types of negative customer engagement behaviors in product quality,service quality and store response that may affect the research of negative customer engagement.Based on the coding results of grounded theory,this paper establishes the service of product freshness,taste,cost performance and delivery as independent variables,takes the four negative customer engagement behaviors of criticizing,denigrating,supporting competitors and no longer buying as dependent variables,uses empirical methods to study the relationship between the above influencing factors and negative customer engagement,explores the influence of different attitude types of merchants on different types of negative customer engagement,and gives suggestions to inhibit negative customer engagement according to the empirical results.