本文選題：農產品　切入點：冷鏈物流　出處：《福建農林大學》2017年碩士論文

【摘要】：近年來,生鮮農產品電子商務迅速發(fā)展,由于生鮮農產品具有易腐易損的特點,產品需要在一定的溫度下進行儲存或運輸才能保證其質量,生鮮農產品電子商務發(fā)展關鍵在于冷鏈物流,其亦是保證食品安全的重要節(jié)點。在競爭日益激烈的生鮮農產品電子商務市場中,冷鏈物流服務質量是提高消費者滿意度和電商企業(yè)競爭能力的一個重要因素。因此,本文從電子商務環(huán)境中產品細分市場的角度出發(fā),選擇生鮮農產品這一細分市場作為研究對象,試圖構建一套適合電子商務背景下生鮮農產品冷鏈物流服務質量的評價指標體系。本論文首先梳理了生鮮農產品冷鏈物流和電子商務背景下物流服務質量評價的國內外相關研究,主要借鑒SERVQUAL服務質量模型、LSQ物流服務質量模型以及其他學者的相關研究,并結合電子商務背景下生鮮農產品冷鏈物流發(fā)展的現(xiàn)狀和特點,構建了初始的電子商務背景下生鮮農產品冷鏈物流服務質量評價指標體系。然后,根據(jù)初始的評價指標體系設計調查問卷,利用"問卷星"調研平臺設置成網(wǎng)絡問卷,選擇在電子商務網(wǎng)站上購買過生鮮農產品的消費者作為問卷的發(fā)放對象,共收回380份有效問卷。其次,本文利用SPSS軟件對收集的有效問卷數(shù)據(jù)進行統(tǒng)計分析、信度和效度分析、相關分析以及交叉分析,對初始的評價指標體系進行校驗和調整,得到相對科學的電子商務背景下生鮮農產品冷鏈物流服務質量評價指標體系,即包括時間性、可靠性、信息性、靈活性、移情性5個維度和20個具體的指標。最后,本文選擇A公司作為評價指標體系的應用研究對象,并基于問卷中顧客的"感知一期望"數(shù)據(jù)對A公司的冷鏈物流服務質量進行了評價分析,根據(jù)分析的結果提出了改善其冷鏈物流服務質量的對策與建議。因此,本研究完成了從理論指標體系的構建一校驗一應用的研究過程。
[Abstract]:In recent years, the electronic commerce of fresh agricultural products has developed rapidly. Due to the perishable and vulnerable characteristics of fresh agricultural products, the products need to be stored or transported at a certain temperature to ensure their quality. The key to the e-commerce development of fresh agricultural products lies in the cold chain logistics, which is also an important node to ensure food safety. Cold chain logistics service quality is an important factor to improve consumer satisfaction and competitive ability of e-commerce enterprises. Select fresh agricultural products as the sub-market as the research object, This paper tries to construct a set of evaluation index system suitable for the cold chain logistics service quality of fresh agricultural products under the background of electronic commerce. This paper first combs the evaluation of cold chain logistics of fresh agricultural products and logistics service quality under the background of electronic commerce. Related research at home and abroad, This paper mainly draws lessons from SERVQUAL service quality model and other scholars' related research, and combines the current situation and characteristics of cold chain logistics development of fresh agricultural products under the background of electronic commerce. The evaluation index system of the cold chain logistics service quality of fresh agricultural products under the background of electronic commerce was constructed. Then, according to the initial evaluation index system, the questionnaire was designed, and the network questionnaire was set up by using the "questionnaire star" research platform. Consumers who have purchased fresh agricultural products on e-commerce websites are selected as the objects of the questionnaire, and 380 valid questionnaires are collected. Secondly, this paper makes statistical analysis, reliability and validity analysis on the valid questionnaire data collected by SPSS software. Correlation analysis and cross analysis, check and adjust the initial evaluation index system, get the relatively scientific evaluation index system of cold chain logistics service quality of fresh agricultural products under the background of electronic commerce, that is, including timeliness, reliability, etc. Information, flexibility, empathy, 5 dimensions and 20 specific indicators. Finally, this paper selected A company as the evaluation index system application research object, Based on the customer's "perceived expectation" data in the questionnaire, this paper evaluates and analyzes the service quality of cold chain logistics of company A, and puts forward some countermeasures and suggestions to improve the service quality of cold chain logistics based on the results of the analysis. This research has completed the research process of constructing a check-one application from the theoretical index system.
【學位授予單位】：福建農林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F326.6

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