企业微信影响力及服务质量研究:以物流企业为例  

A Study of Enterprise WeChat Popularity and Service Quality:Cases from Logistics Firms

作　　者：杜松华[1] 蒋瑞新 朱琳[1] Du Helen S.;Jiang Rui-xin;Zhu Lin(School of Management,Guangdong University of Technology,Guangzhou 510520,China)

机构地区：[1]广东工业大学管理学院,广东广州510520

出　　处：《广东工业大学学报》2019年第1期29-34,50,共7页Journal of Guangdong University of Technology

基　　金：国家自然科学基金资助项目(71572050)

摘　　要：物流行业需要高质量的服务以获得丰厚利润和用户忠诚,微信等移动社交平台为物流企业提升竞争力提供了新的渠道.目前,物流企业尚未找到强有力的有效措施以提升其微信影响力,且移动社交平台影响力相关研究在物流行业存在缺失.本文以启发式-系统式模型为基础,采用定量的内容分析技术和定性的质性研究来探究各种信息线索、微信影响力和服务质量之间的关系.研究表明:启发式线索(发文活跃度和信源可靠性)与系统式线索(移动交易导航性和用户互动性)均与物流企业微信影响力正向相关.物流企业微信影响力对物流服务的时间、人员和货物质量有积极影响.The logistics industry needs high-quality service to obtain rich profits and user loyalty.Mobile social platforms such as WeChat provide new channels for logistics enterprises to enhance their competitiveness.However,logistics firms have not found effective measures to enhance their WeChat influence,and research regarding the influence of firm-based mobile social media is lacking in the logistics industry.Based on the heuristic-systematic model,the relationship between various information cues,WeChat influence and service quality are explored by quantitative content analysis and qualitative research.Research shows that heuristic cues(i.e.content freshness and source credibility)as well as systematic cues(i.e.mobile transaction navigation and user interaction)can potentially affect enterprise WeChat popularity.Logistics company WeChat has positive impact on the time,personnel and quality of logistics service.And WeChat positively influences time quality,personnel service quality and cargo integrity.

关 键 词：移动社交平台 企业微信影响力 启发式-系统式模型 物流服务质量 

分 类 号：C931.6[经济管理—管理学]