快递服务质量对快递品牌满意度的影响——电子商务环境下顾客经验的调节作用  

The Influence of Express Service Quality on Express Brand Satisfaction: Moderating Effect of Customer Experience on E-commerce Environment

作　　者：范丽先[1] 叶圆慧 Fan Lixian;Ye Yuanhui(School of Management, Shanghai University, Shanghai 200444, Chin)

机构地区：[1]上海大学管理学院,上海200444

出　　处：《外国经济与管理》2017年第12期140-151,共12页Foreign Economics & Management

摘　　要：关于在传统商务模式下快递品牌满意度的研究学术界已经有了大量成果,但鲜有人研究电子商务环境下影响快递品牌满意度的因素。本文研究了电子商务环境下的快递行业,将快递服务质量的因素归纳为方便性、经济性、及时性和可靠性四个方面,运用实证探讨了快递服务质量因素和快递品牌满意度之间的相互关系,并构造了各因素之间的结构方程模型。结果发现在网络购物中快递的及时性和可靠性对快递品牌满意度有直接正向的影响,其中可靠性对品牌满意度有最显著的影响。此外,顾客经验正向调节了快递经济性和及时性对快递品牌满意度的影响。本文深化了对顾客经验的研究,对快递行业在电子商务环境下不断提高服务绩效具有指导作用。Nowadays, e-commerce has been developed rapidly because of the popularity of the internet, and online shopping has become an integral part of people＇s lives. E-commerce not only has brought changes in the way of trading, but also leads to the growth of express delivery business. On the other hand, acting as an important support role for e-commerce, express delivery lays the foundation for the development of e-commerce. In the other word, e-commerce and express delivery are two industries that rely on and promote each other. However, the express delivery industry has also produced a lot of new problems to be solved in the e-commerce environment, such as consumer information security and logistics information fraud. As a result, these issues affect the consumer satisfaction of the express brands, and also pose a threat to the consumers＇ evaluation of the shopping websites indirectly. Therefore, it is so essential for express industry to understand the factors that influence the express brand satisfaction in the e-commerce environment and to take measures to improve the quality of the express delivery services according to the key influential factors, so as to enhance the consumer satisfaction of the express brands. In this paper, we combine qualitative and quantitative methods. Firstly, assumptions are proposed and a theoretical model is built after having read a lot of related literature. Secondly, we design a questionnaire according to the unique characteristics of express services in China＇s e-commerce environment with reference to some mature scales, and then issue the questionnaires to online shopping users. Finally, after questionnaires are collected and are processed, SPSS 16.0 and AMOS 18.0 statistical software is used to analyze the data. At the beginning, reliability and validity of questionnaires are analyzed, and then we verify the hypothesis with the structural equation model, and the final satisfaction model is constructed after constant adjusting and correcting. In the academia, there are so ma

关 键 词：电子商务 顾客经验 品牌满意度 

分 类 号：F270[经济管理—企业管理]