物流要素对生鲜商品电子口碑影响分析  

Analysis of the Effect of Logistics Elements on Fresh Produce's Online Word-of-mouth

作　　者：芦怡苇 张凌[1,2] LU Yiwei;ZHANG Ling(Evergrande School of Management,Wuhan University of Science and Technology,Wuhan 430081,China;Industrial Policy and Management Research Center,Evergrande School of Management,Wuhan University of Science and Technology,Wuhan 430081,China)

机构地区：[1]武汉科技大学恒大管理学院,湖北武汉430081 [2]武汉科技大学恒大管理学院产业政策与管理研究中心,湖北武汉430081

出　　处：《物流科技》2023年第15期66-69,共4页Logistics Sci-Tech

摘　　要：消费者多数情况下无法直接接触电商商品,因此商品在线评论体现出的电子口碑会影响消费者购买决策。文章选取京东平台不同物流模式的五种生鲜商品在线评论作为研究对象,通过高频词统计分析将生鲜消费者满意度影响因素归纳为产品品质、产品价格、物流体验以及客户服务四个维度,使用TOPSIS法对商品好评、中评以及差评进行分析后得出商品口碑排序,并对比是否考虑物流维度前后的商品口碑排名以及接近度分析物流对商品整体口碑的影响,通过物流负面评论影响因素的分析提出生鲜商品物流口碑提升策略。Consumers'purchasing decisions can be influenced by the electronic word-of-mouth reflected in online product reviews because they typically lack direct access to items sold through e-commerce.This study's research subjects are five different categories of fresh food product online reviews on the Jingdong platform.Product quality,product price,logistics experience,and customer service are the four categories into which the elements affecting fresh food consumers'pleasure are divided.The TOPSIS technique is employed to score product word-of-mouth by evaluating the positive,neutral,and negative product reviews.The impact of logistics on the overall reputation of the product is investigated by contrasting the ranking and proximity of the products before and after the logistics dimension.The strategy for enhancing the reputation of fresh produce logistics is then suggested by looking at the factors influencing unfavorable logistics reviews.

关 键 词：物流要素 生鲜商品 电子口碑 

分 类 号：F713.360[经济管理—产业经济]