基于消费者评论挖掘的B2C网购物流服务因素类型及其作用机制研究  

Study on the factors and mechanism of B2C online shopping logistics service based on consumer reviews mining

作　　者：刘紫玉[1] 尹丽娟 王青 王玉恒[1] 杨明欣[1] 

机构地区：[1]河北科技大学经济管理学院,河北石家庄050018 [2]河北建设投资集团有限责任公司,河北石家庄050051

出　　处：《河北科技大学学报》2017年第6期600-608,共9页Journal of Hebei University of Science and Technology

基　　金：河北省社会科学基金(HB17GL053)

摘　　要：随着电子商务的迅猛发展以及消费模式的转变,越来越多的消费者开始选择网络购物,物流服务成为影响消费者网购满意度和制约电商企业发展的重要因素之一,因此探索影响网购物流服务的因素及其作用,并依此设计相应的物流优化方案,进而为顾客提供优质服务,提高物流顾客满意度,为企业树立良好形象,提高企业的效益。为探究消费者网购物流服务因素类型及其作用机制,从网购消费者的角度出发,以网络购物者在平台上的评价信息为研究对象,利用八爪鱼数据采集工具从天猫商城抓取一定量的评论信息,使用扎根理论研究方法对其进行分析和挖掘,通过开放式编码、主轴式编码和选择式编码提取物流服务因素主范畴和类型。把影响网购物流服务的因素分为7个主范畴,挖掘主范畴关系结构,将影响网购物流服务质量的因素归纳为配送质量、感知体验、售后服务质量和可靠性等4个主要类型。基于主范畴的典型关系结构,最终确定了"网购物流服务满意度关键影响因素"为核心范畴,分析得出物流服务质量的作用模型。运用语义网络分析和理论饱和度检验对物流服务质量因素的类型及其作用机制进行验证,语义网络分析使用ROST Content Mining知识处理与内容挖掘软件进行全网分析,通过词频分析及关键词共现分析验证所得结果;理论饱和度检验采用原始资料法与信度评估法进一步验证研究结果。结果表明:感知体验是网购物流服务的直接驱动因素,它决定了顾客是否进行网购行为;售后服务质量和可靠性通过影响感知体验间接驱动消费者的网购行为,是网购物流服务的间接因素;配送质量既可以直接影响网购物流服务质量,又可以通过感知体验间接影响网购物流服务质量。通过上述几方面改善物流服务,不仅可以提高顾客满意度,获取和保持稳定的客户群以维持企�With the rapid development of e-commerce and the change of consumption patterns,more and more consumers are beginning to choose online shopping.Logistics service has become one of the important factors that affects consumer satisfaction of online shopping and restricts the development of e-commerce enterprises.Therefore,it explores the factors influencing the online shopping logistics service and the corresponding relationship between them,and designs corresponding optimization solutions to provide better services to customers,further improve customer satisfaction,establish a good image for the enterprise and improve the efficiency of enterprises.In order to explore the types and the mechanism of consumer online shopping logistics services,from the perspective of online shopping consumers,the evaluation information of online shoppers on the platform is taken as the object of study,using the octopus data collection tool from Tmall to grab a large number of comments,conducting the in-depth analysis and mining using grounded theory research method,and further extracting the main categories and types of logistics service factors through open coding,spindle coding and selective coding.The composition of online shopping logistics service factors is divided into 7 main categories,the main category relationship structure is further mined,and the factors influencing the quality of online shopping logistics service are summarized as four main types of distribution quality,perception experience,after-sales service quality and reliability.Based on the typical relational structure of the main category,the core category of " key influencing factors of online shopping logistics service satisfaction" is finally determined,and the role model of logistics service quality is analyzed.Using the semantic network analysis and theoretical saturation test to verify the types of logistics service quality factors and their mechanism of action,the semantic network analysis using the ROST Content Mining knowledge processing and content mini

关 键 词：物流系统管理 消费者评论 网络购物 扎根理论 物流服务 影响因素 

分 类 号：G350[文化科学—情报学]