“农消”对接电商模式下生鲜物流服务质量影响因素研究——基于消费者的调查  

Factors Influencing Fresh Logistics Service in the Mode of Agriculture and Consumption Docking E-Commerce Based on Consumer Survey

作　　者：关佳星 冯双生[1] GUAN Jiaxing;FENG Shuangsheng

机构地区：[1]辽宁工业大学经济学院

出　　处：《商业经济》2019年第10期56-61,65,共7页Business & Economy

基　　金：2017年度辽宁省社科规划基金重点项目：辽宁省新型农业经营主体发展问题及策略研究(L17AJY013)

摘　　要：为保证“农消”对接电商模式下生鲜农产品生产者和消费者的利益,物流服务提供者必须考虑生鲜农产品易腐烂变质的特殊性,确保物流服务质量。从消费者视角出发,通过问卷调查收集数据,运用结构方程模型,从服务时效性、产品质量保障、服务费用、服务的网络技术、咨询服务和问题处理等方面分析“农消”对接电商模式下生鲜物流服务质量的影响因素,得出服务的网络技术、服务时效性、服务费用、咨询服务与问题处理、产品质量保障等因素对生鲜物流服务质量的影响依次从大到小,并提出应加强服务的网络技术建设,采用先进的物流设备,良好的产品包装以及建立完善的产品质量可追溯体系,加强对物流人才的培养等物流发展建议。In order to ensure the interests of producers and consumers of fresh agricultural products under the mode of"agriculture and consumption"docking e-commerce,logistics service providers must consider the particularity of perishability and deterioration of fresh agricultural products and ensure the quality of logistics service.From the perspective of consumers,this paper collects data through questionnaires and uses structural equation model to analyze the influencing factors of fresh logistics service quality under the mode of"agriculture-consumer"docking e-commerce from the aspects of service timeliness,product quality assurance,service cost,service network technology,consultation service and problem handling.It is concluded that the service network technology,service timeliness,service cost,consultation services,problem handling,product quality assurance and other factors impact on the quality of fresh logistics service in turn from big to small.Some suggestions for logistics development are put forward,such as strengthening the construction of service network technology,adopting advanced logistics equipment,good product packaging and establishing a perfect product quality traceability system,and strengthening the training of logistics talents.

关 键 词：“农消”对接电商模式 生鲜农产品 物流服务质量 新型农业经营主体 

分 类 号：F326.6[经济管理—产业经济]